In-House Agency Committee Meeting at 2024 Masters of Marketing

I. NETWORKING BREAKFAST (8:00 – 9:00a.m. ET)
Lunch will be available to all 2024 Masters of Marketing attendees, not just those attending this meeting.

II. WELCOME AND INTRODUCTIONS (9:00 – 9:20a.m. ET)

III. ROUNDTABLE DISCUSSION: STAND OUT, OR BLEND IN? THE IMPACT OF IN-HOUSE AGENCY BRANDING (9:20 – 10:00a.m. ET)
Many in-house agencies differentiate themselves from their parent companies by applying a unique brand and identity. This serves as a symbol of the in-house agency’s culture, their creative spirit, and their break from the corporate structure that surrounds them. It can be an effective strategy for recruiting top agency talent to cross the divide towards full-time client work. But how does independent branding affect an in-house agency’s standing within the larger organization? Join us for a roundtable discussion that debates the merits of in-house branding and its impact on true in-house integration.

Moderator:
Charissa Messer, In-House Agency Executive, Head of Enterprise Creative Solutions - Bank of America and In-House Agency Committee Co-Chair

IV. CMOs, INVEST IN YOUR IN-HOUSE AGENCY AND WATCH THEM GROW (10:00 – 10:35a.m. ET)
Every in-house agency needs a champion, an individual or team that supports their growth and expands their scope to take on new opportunities for their organization. At the Air Force, W. David Collins is that champion. As CMO of Air Force Services, he equips his in-house team, Mill Mark In-House Agency, with the necessary skills and learnings to do their best work every day. He dedicates time in their schedules for hands-on learning opportunities and motivates them towards excellence with internal awards programs. This is a lesson for marketing leaders on giving back to your in-house agencies to improve their work in the long term.

Speaker:
W. David Collins, Chief Marketing Officer – Air Force Services

V. BREAK (10:35 – 10:50a.m. ET) 

VI. 2025 SAG-AFTRA COMMERCIALS CONTRACT (10:50 – 11:25a.m. ET)
The SAG-AFTRA Commercials Contract, negotiated by the Joint Policy Committee, represents $1.1B in annual spend by advertisers. Negotiations for the 2025 Contract begin in February. Join us for a discussion of the top issues the industry will face in the 2025 negotiations.

Speakers:
Michael Isselin, Legal Counsel, Joint Policy Committee – DLA Piper
Stacy Marcus, Chief Negotiator, Joint Policy Committee– DLA Piper

VII. SESSION 4 TBA (11:25a.m. – 12:00p.m. ET)
Session details coming soon! 

Speaker(s) TBA

VIII.NETWORKING LUNCH (12:00 – 1:00p.m. ET)
Lunch will be available to all 2024 Masters of Marketing attendees, not just those attending this meeting.