A billion-household platform built from a brand-new company.

Brand Director · Ogilvy

Branded Content · Partnerships · B2B · Global

Horizon Interactive Awards (Gold & Silver) · Native Advertising Award: Best Use of AFP Broadcast · Crop Science Award: Best Public Outreach Program

OVERVIEW

When Corteva Agriscience spun off from DowDuPont in 2019, it launched as the world's only pure-play agriscience company — with a narrow window to establish brand presence before competitors consolidated around them. The brief was to build awareness, stature, and equity for a brand most of the world had never heard of.

The answer was Follow the Food — an eight-episode global TV series produced in partnership with the BBC, exploring the complexities of feeding a growing planet and the technology making it possible. What started as a single season became a four-season franchise reaching 1B+ households and driving category-leading brand lift across every metric.

WHAT I OWNED

Partnership Strategy & Senior Client Leadership: Served as the senior strategic lead on the partnership, advising C-suite clients on annual planning and identifying opportunities to leverage the BBC relationship across Corteva's business units.

Integrated Team Leadership: Led a 20+ person integrated team spanning strategy, creative, account, social, media, comms, and partners — from concept through reporting across four seasons.

Branded Content Production: Managed production of branded mini-documentaries — overseeing storytelling strategy, production timelines, and asset distribution aligned to business priorities.

Event & Salon Strategy: Developed a targeted event approach that brought Corteva directly in front of customers, prospects, partners, and investors through bespoke C-suite salon dinners in Washington DC, Des Moines, Johannesburg, and Berlin.

GTM & Market Scaling: Created GTM toolkits enabling fast local market adoption, scaling the program across regions without losing brand consistency.

THE CHALLENGE

Corteva launched into a market where competitors had decades of brand equity and were outspending them significantly. The opportunity was a platform that could build credibility through editorial association — a BBC partnership that placed Corteva alongside world-class journalism and gave the brand a voice that advertising alone couldn't buy.