Ideas that move industries forward don’t follow…

They lead.

Views on Ag

The ag industry experienced unprecedented consolidation leading up to, and following, Corteva’s spin off in 2019. Since that time, competitors Bayer CropScience and Syngenta, have outspent Corteva, especially in the US, and process shifts, region changes, and a change in leadership are putting the company into further transition. Corteva needs to find every opportunity to amplify current and new efforts that build the brand, maintain external share of voice, and strengthen the brand within its walls.

Our task was the following:

Increase awareness amongst primary audiences (retailers, employees, and investors) as well as secondary audience (policy decision-makers)
Showcase what differentiates Corteva from other ag companies, and why it matters
Support communications efforts that help sales

An industry-first, annual publication - Views on Agriculture, became a tentpole for thought leadership.
A yearly designed report providing ag stakeholder-focused, forward-scoping outlook of trends, expectations, potential outcomes and pitfalls, as well as thought provocations for the upcoming year. From economics and policy to science and technology, the publication is a north star for Corteva’s thought leadership and content creation.
We created a content eco-system approach, with the publication as centerpiece, and then around that, a comprehensive activation plan involving:
- Launch event: The publication was debuted at the prestigious World Food Prize, an annual industry event bringing ag stakeholders from around the globe.
- Hero video and podcast: Custom content inspired by the publication with utility across digital, paid and earned platforms.
- Paid & earned media: Focusing on Corteva’s priority audiences of ag stakeholders, government officials, investors and top-producing farmers.
- Bespoke website: Housing all the printed content and allowing the conversation to continue in a beautiful, editorial format.
- Direct mail: A limited print run distribution to a targeted sub-set of our priority audiences.
- Corteva content: Corteva’s POV on key issues such as Gene Editing, Biologicals, New Frontiers and Crop Protection were weaved in throughout the publication alongside thought-provoking editorial.
- Distributed hard copies and engaged with 400 stakeholders at the World Food Prize.
- 300K earned impressions garnered from publication contributors promotion on their social handles.
- Direct Mail partnership with Successful Farming, the top farming publication in the US, got Views on Ag in the hands of 3,000 US Farmers with the highest acreage and 1,000 investors.
- Additional direct mail targeted US Government stakeholders, Academics, publication contributors and EU policy stakeholders - reaching an additional 1,000.
- Key ag influentials expressed interest in contributing to next year’s edition.
My role included packing this concept for stakeholder alignment and then leading the content strategy as well as the integrated launch across media and internal comms.
I project managed the content creation phase, managing both branded content articles and editorial articles, developing a phased process for review and edits lining up with print due dates.
I partnered with the content agency on an event strategy to selectively target individuals and organization at the World Food Prize based off business priorities, providing maximum exposure for Corteva.