In-House Agency
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I. WELCOME (11:00 – 11:10am ET)
II. MEMBER ROUNDTABLE DISCUSSION (11:10 – 11:30am ET)
We'll break into multiple virtual small groups for these discussions. Engage your fellow committee members in open discussion around evolving issues and current challenges. Come prepared to share! This is your opportunity to ask questions!
III. BEHIND COOPER TIRE'S HYBRID IN-HOUSE STRATEGY (11:30am – 12:10pm ET)
For years, Cooper Tire relied on its agency to own and manage media, from owning tech contracts to executing the buys. In 2019, a series of events inspired Cooper to re-evaluate their strategy. In this session, Cooper's Head of Media & Content Distribution will share what happened to make them start thinking differently, and the steps they took to bring a portion of media in house. You'll also learn the impact of this hybrid strategy and what's next.
Speakers:
Michael O'Brien, Head of Content - Cooper Tire & Rubber
Andrea Steele, Head of Media & Content Distribution - Cooper Tire & Rubber
IV. BREAK (12:10 – 12:20pm ET)
V. VMWARE/AQUENT STUDIOS: IDENTIFYING & DEVELOPING A TRUSTED CREATIVE PARTNER RELATIONSHIP (12:20 – 1:00pm ET)
VMware's Brand team faced an uphill battle in 2017 as they set ambitious goals to define and execute the brand across a growing group of marketing stakeholders and agency partners. In turn, Aquent Studios provided a solution that freed up valuable internal resources to focus on the most strategic and high-value efforts. What began as a design production partnership matured and expanded beyond design into verbal branding, engagement and digital experiences. Tune in to explore VMware's approach to in-house creative operations and their journey of maximizing scalability, capacity, and freeing up valuable internal bandwidth to focus on the highest impact work, all while identifying & developing a trusted creative partner relationship.
Speakers:
Janet Noe, Director of Brand Engagement - VMware
Travis O'Neal Holder, Managing Director - Director of Creative Operations - Aquent Studios
Corey O'Brien, VP Business Development & Solution Design - Aquent Studios