Welcome to another installment of McFarland Minutes, where we delve into insightful conversations and stories that shape our creative process and inspire positive change. This week, we had the pleasure of sitting down with Linay Williams, Vice President of Advertising at AgTexas, to explore her journey, her passion for agriculture, and the unique campaign that brings her story and many others to the forefront.

Linay’s journey to success was anything but conventional. After internships in various fields, including farm credit and livestock shows, she carved her own path by forming Black Creek Innovations, an endeavor born from her insights into disconnects in corporate agriculture marketing. This venture allowed her to create a business that led her to work with big names like Purina and foster relationships that emphasized genuine audience connection.

Despite a flourishing start to her entrepreneurship, family priorities led Linay back to Texas. Her dedication to family and a desire for a less hectic travel schedule prompted her to accept a marketing director role at Texas Davis College of Agriculture and eventually at AgTexas.

Linay’s approach at AgTexas is all about understanding the nuances of her audience and tailoring marketing strategies to different regions, a perspective that has been instrumental in fostering deeper connections and more impactful campaigns.

As we embarked on a campaign to highlight AgTexas, it became clear how essential it was to narrate each unique story and community. Our week-long road trip through central Texas offered a tapestry of experiences, from family-owned farms to beautiful corporate ranches.

Meeting people like Margaret, who at nearly 100 years old shared how AgTexas supported her family, was a profound reminder of the longstanding impact AgTexas has had on farming communities. Witnessing her energy and spirit was inspiring, and it underscored the idea of a life well-lived through faith, family, and farming.

Community and storytelling stand at the heart of this campaign, and an integral part of differentiating AgTexas has been through custom music. This creative decision distinguishes AgTexas from competitors and strengthens its brand identity, a memorable element akin to the jingles echoing in our children’s heads.

Linay emphasized the importance of partnerships that understand the agriculture sector, and McFarland Productions is proud to align with them in creating narratives that resonate deeply with their audience.

We concluded the podcast with a light-hearted tradition: sharing our ‘soft launch to Monday’. Linay’s routine involves quality time with her family, enjoying the sunset over Texan canyons from a deck her husband built, a serene preparation for the week ahead.

Through initiatives like these, McFarland Productions and AgTexas amplify the voices of those who are quietly but faithfully sewing into the fabric of America. Our collaborative effort aims to treat each story as a mini movie, each narrative a testament to the foundational role of agriculture in our lives.

Thank you, Linay, for opening up and sharing your story, and for allowing us to be part of this journey. We look forward to more creative collaborations that celebrate and elevate the agricultural community.

With all stories and experiences gathered, it’s time to turn ideas into a symphony of visuals and sound. Now, let’s head into the studio and create some music that encapsulates the spirit of AgTexas.

Stay tuned for more creative insights and inspiring stories on McFarland Minutes.