Where Numbers Meet Strategy

Chief Future Officer

As Workday looked to grow, we needed to build awareness and demand around its role as a reputable and impactful partner for the office of the CFO. 

With the digitization of business, the role of the CFO has evolved. CFOs of the Fortune 500 represent two-thirds of the U.S. GDP with $14.2 trillion in revenues. CFOs have progressed past the balance-sheet imagery and are now core strategic leaders guiding modern organizations into the future. Yet no one has elevated this important development - in a meaningful way - to the broader business world.

Enter. Chief Future Officer, a brand new TV series and partnership between Workday and Bloomberg.

  • We conceived a monthly TV show to air on Bloomberg in NA, UK and AUS called the Chief Future Officer. 

    Each 30min, episode follows a CFO from a major organization and discusses a specific challenge they're navigating and how this change impacts the business ahead. 

    Workday's CFO messaging surrounds this program across TV, digital and print and is complemented by a robust branded content package which includes custom films addressing FINs proof points and Workday customer success stories.

  • Chief Future Officer filled a void in the content marketplace amongst the C-suite and business decision-maker audience. The series success is now entering its fourth season.

    Bloomberg research found the Workday CFO campaign drove significant lifts in brand awareness, familiarity, and buzz among the Bloomberg Media respondents

    • Increase brand awareness and perception

      • In Season 2, brand lift increased 12% on average in US and 27% average in UK

    • Mini documentaries improved perceptions of Workday/customers

      • +60% of the target audience recalled seeing the Workday films on Bloomberg TV 

    Sales Enablement: The series and Workday films have captured the attention of customers and prospects - sales teams have reported positive feedback from customers and prospects

  • Supported the concepting of the TV series, determining media investment and contract negotiation.

    I led the end-to-end development of all mini docs, including the storytelling strategy, developing an approach for securing customer participation, messaging, production, GTM strategy (both for each film and a holistic approach for the entirety of the program) and overseeing asset trafficking.

    I worked with Bloomberg and the media agency on a reporting framework and discovering insights that we could action for future creative and seasons.

Program Elements