In-House Agency, Midwest Chapter

NETWORKING BREAKFAST (9:00 – 9:30AM)
INTRODUCTIONS (9:30 – 9:45AM)

I. MAKE IT OR BUY IT: DECIDING WHETHER TO BRING MEDIA AGENCY DUTIES IN HOUSE (9:45 – 10:30AM)
When BMO — one of the 10 largest banks in North America — analyzed its creative and media relationships in 2018, the bank's marketing leaders faced a fundamental question: should they bring the bank's media planning and buying in house? Did they have the capability and capacity do so, even if they wanted to? And did they have the information they needed to make an informed decision they wouldn't regret? During this conversation, BMO's Mike Sanders, Director of Agency, Media & Partner Management will team up with Transparent Partners CEO Brandon Starkoff, whose firm collaborated with BMO, to discuss how the bank answered these questions, and share principles other marketers might consider in addressing these questions within their own marketing organizations.

Speakers:
Mike Sanders, Director, Agency, Media & Partner Management North America and U.S. Brand & Sponsorships Advertising – BMO Financial Group
Brandon Starkoff, Chief Executive Officer – Transparent Partners

II. DIAGNOSING AND TREATING AN OUTDATED APPROACH TO CONTENT (10:45 – 11:30AM)
Until very recently, the American Dental Association's (ADA) in-house marketing team felt more like short-order cooks than creative communications experts. In this session, director, content strategy Julia Nissim and manager, content delivery Annie Watson-Johnson will share how the team has reimagined their collaborative approach to deliver more relevant, vibrant content.

Speakers:
Julia Nissim, Director, Content Strategy – American Dental Association
Annie Watson-Johnson, Manager, Content Delivery – American Dental Association

III. LUNCH & LEARN (11:30 – 1:00PM)
One of the benefits of ANA Committees is the ability to share and learn from your fellow marketers in a "closed-door," peer-to-peer environment. Over lunch, we'll share highlights and favorite sessions from the ANA's first In-House Agency national conference held in March! Then, join in this open discussion around topics of interest and current issues including those below (and any others you want to explore). Come with your questions and be prepared to share!

• Hiring/cultivating internal talent
• Getting to great briefs – What works & what doesn't?
• Business Affairs – Managing talent contracts & payroll, network clearances, trafficking and other roles commonly handled by the agency

Facilitators:
Maureen Boyle, Senior Director, Creative Services & Events – Trunk Club and ANA In-House Agency, Midwest Chapter Committee Chair
Pamela Gross, Senior Manager – ANA

IV. RISK MANAGEMENT FOR IN-HOUSE CREATIVE CONTENT (1:00 – 1:45PM)
As advertisers continue to increase in-housing of agency services, it is important for them to understand and consider deploying best-in-class risk management practices to avoid the exposure of damaging brand equity. In this session, Petros Paranikas from the Boston Consulting Group will provide guidance on best-in-class creative content risk management practices for in-house agencies based on a joint research initiative in partnership with the ANA.

Speaker:
Petros Paranikas, Senior Partner and Managing Director – Boston Consulting Group

Immediately following the meeting, please join us for a tour of Trunk Club’s in-house space!