FILLING A CONTENT VOID BY GIVING CFOs A VOICE.

VP, Branded Content & Entertainment · Ogilvy

OVERVIEW

CFOs of the Fortune 500 represent two-thirds of US GDP — yet no one had built a content platform that took their evolving strategic role seriously. As Workday looked to deepen its position as the partner of choice for the office of the CFO, the opportunity was clear: own the conversation.

Chief Future Officer was a monthly TV series on Bloomberg — airing across NA, UK, and Australia — following senior finance leaders through the real challenges reshaping their organizations. Paired with branded mini-documentaries and a robust digital content package, it became a four-season franchise and a cornerstone of Workday's brand strategy.

WHAT I OWNED

Mini-Documentary End-to-End Leadership: Led all aspects of branded mini-doc development — storytelling strategy, customer participation approach, messaging, production, and GTM strategy for both individual films and the overall program arc.

Media & Partnership: Supported TV series concepting, media investment decisions, and contract negotiation with Bloomberg and the media agency.

Reporting & Optimization: Built a reporting framework with Bloomberg and the media agency to surface actionable insights, informing creative decisions across future seasons.

Sales Enablement: Developed a GTM approach that put series content and Workday films directly into the hands of sales teams — resulting in documented positive feedback from customers and prospects.

THE CHALLENGE

B2B brand content often defaults to proof points and product messaging. The brief here was different: build something a CFO would actually choose to watch. That meant editorial credibility, genuine storytelling, and a media partner with the right audience — not just the right reach.