In-House Agency Day
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NETWORKING BREAKFAST (9:30 – 10:15AM)
I. WELLS FARGO: MAKING THE SHIFT FROM "CREATIVE SERVICES" TO "IN-HOUSE AGENCY" (10:15 – 11:00AM)
In this session, you'll hear from two former agency executives charged with leading the transformation of Well Fargo's 200-person creative services organization. They will discuss how they laid the foundations for the shift to a true agency model. From fractionalized to unified. From servicing to leading. From vertical to horizontal. That's only a few of the pivots that will be explored in this session.
Speaker:
Evelyn Lee, SVP, Head of Agency Management – Wells Fargo & Co.
David R. Mitchell, SVP/ECD of the In-House Agency – Wells Fargo & Co.
II. AUTODESK: IN-HOUSE AGENCY CASE STUDY (11:15 –12:00PM)
Every in-house agency has a unique origin story and operates differently from other departments within the same company. In this session, Matt Tierney, Creative Director – Autodesk, Inc., will share their origin story, what motivates the in-house team, its structure, and lessons learned over the years.
Speaker:
Matt Tierney, Creative Director – Autodesk, Inc.
LUNCH (12:00 – 1:00PM)
Ill. CHEVRON: TRANSITIONING TO A MANAGED IN-HOUSE AGENCY (1:00 – 1:45PM)
The oil and gas industry has experienced a downturn over the past two years, which has necessitated changes in the way oil and gas companies do business. To support corporate initiatives, the leadership of Chevron's in-house design and communications group dramatically changed the group's makeup. Nancy Caldwell, Supervisor, Account Management, IDC - Chevron, and Jackie Schaffer, General Manager/VP - Cella, will discuss the transition to a managed in-house agency and the opportunities that have emerged following the change.
Speakers:
Nancy Caldwell, Supervisor, Account Management, IDC – Chevron
Jackie Schaffer, General Manager/VP - Cella
IV. MEMBER ROUNDTABLE DISCUSSION: MEASURING THE SUCCESS OF YOUR IN-HOUSE AGENCY (1:45-2:30PM)
In this member roundtable discussion, we will focus on measuring the success of your in-house agency. Do you base it on campaign performance or are there other key performance indicators specific to in-house agencies? Members are welcome to share their metrics and discuss other alternatives. We will also discuss major trends, topics, and current issues members are facing and which topics we should cover in more depth at future committee meetings.
Facilitator:
Greg Wright, Director, Committees and Conferences – ANA