In-House Agency

I. WELCOME (11:00 – 11:05AM ET)

II. MEMBER ROUNDTABLE DISCUSSION: HOUSE OF BRANDS VS BRANDED HOUSE (11:05 – 11:25AM ET)
Does your in-house agency support several products and services housed under one brand, or a myriad of products and services with their own branding? Our committee co-chairs will lead a roundtable discussion on the unique opportunities and challenges of managing the marketing for a house of brands versus a branded house.

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!

Moderators:
Charissa Messer, In-House Agency Executive – Bank of America and In-House Agency Committee Co-Chair
Jack Teuber, Director, Creative Leader – PwC and In-House Agency Committee Co-Chair

III. L'OREAL’S IN-HOUSING EVOLUTION (11:25AM – 12:25PM)
L’Oreal’s in-housing journey launched in 2017 with a programmatic practice executing 25% of their channel’s spend. Since then, the programmatic team has evolved to handling 100% of spend via a unique hybrid agency model, and L’Oreal has expanded by creating additional in-house teams for the media practices of social, search, and retail media. During this session, the L’Oreal team will share their learnings on creating, maintaining, and growing in-house teams.

Speakers:
Nina Donnard, Head of leSocial – L'Oreal
Hope Fleming, Head of leRetail – L'Oreal
Peter Gray, Head of leSearch – L'Oreal
Allison Grimmel, Head of leDesk – L'Oreal

IV. BREAK (12:25 – 12:30PM ET)

V. ALLY’S AGILE FRAMEWORK FOR BUILDING AN IN-HOUSE AGENCY (12:30 – 1:00PM ET)
Ally set out to move different digital buying capabilities in-house late in 2020 and was ready to execute with its own programmatic trading seats in late 2021. They’ll walk through their team structure, scope, as well as some of the tech components and sourcing hurdles they encountered in the early days before going live and as they continued to learn through doing. Additionally, they’ll share a little of their 2023 roadmap including additional tech integrations on their horizon as well as their next in-housing challenge of bringing in paid social.

Speaker:
Michelle Alfano, Sr. Director of Digital Marketing, Audience Strategy and Activation – Ally