Founder Emily Poenisch began her editorial career at Condé Nast, covering Hollywood for Vanity Fair and serving on the team that cast the most ambitious portfolios in the magazine’s history. She later became Senior West Coast Editor for GQ overseeing covers and entertainment features. She then joined NBC News to program digital content for Maria Shriver. A third culture kid, she was raised in the Middle East and South America, where she developed the instincts and qualities that inform her work today: curiosity, adaptability and grit.
Founded in 2015, Hook + Reel is rooted in two decades of experience in premium editorial, a deep bench of Hollywood relationships, razor sharp curatorial and storytelling instincts, and a proven eye for forecasting talent and entertainment.
Whether crafting creative content, casting and booking the most in-demand celebrities, producing podcasts, or conceiving aspirational event partnerships, Hook + Reel delivers access, ambitious vision, and uncompromising excellence.
Founder Emily Poenisch began her editorial career at Condé Nast, covering Hollywood for Vanity Fair and serving on the team that cast the most ambitious portfolios in the magazine’s history. She later became Senior West Coast Editor for GQ, overseeing covers and entertainment features. She then joined NBC News to program digital content for Maria Shriver. A third culture kid, she was raised in the Middle East and South America, where she developed the instincts and qualities that inform her work today: curiosity, adaptability, and grit.
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