An industry-first publication that shaped a category.

OVERVIEW

After spinning off from DowDuPont in 2019, Corteva Agriscience needed to establish itself as the defining voice in ag. Competitors were outspending them, the market was consolidating, and brand presence had to be earned through credibility and consistency.

I led the concept, strategy, and integrated launch of Views on Agriculture — an industry-first annual publication positioning Corteva as the north star for ag thought leadership. From content strategy and stakeholder alignment to a full ecosystem launch at the World Food Prize, this was a platform built to last beyond a single campaign.

WHAT I OWNED

Content Strategy & Creative Direction Crystalized the publication concept, led content strategy across branded and editorial articles, and developed a phased review process aligned to print due dates — managing contributors, approvals, and the content agency simultaneously.

Integrated Launch Owned the full ecosystem launch: debut event at the World Food Prize, hero video and podcast, paid and earned media, bespoke microsite, and a targeted direct mail program in partnership with Successful Farming — the top farming publication in the US.

Stakeholder Management Drove alignment across Corteva leadership, sales, comms, and external contributors — translating complex ag topics (gene editing, biologicals, crop protection, policy) into a cohesive editorial voice that worked for every audience.

Event Strategy Partnered with the content agency to develop a targeted event strategy at the World Food Prize, identifying and prioritizing key individuals and organizations based on Corteva's business priorities to maximize face-to-face impact.

CHALLENGE

Corteva was a new company in an old industry, entering a market where competitors had deeper roots, bigger budgets, and more established brand presence. The opportunity was a platform they hadn't built yet — a first-of-its-kind annual publication that gave Corteva a recurring, credible voice and a clear editorial identity across every audience they needed to reach.

Our task:

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

My Role

Crystalizing the concept, operationalizing the process, gaining 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.