In-House Agency, West Coast Chapter, hosted by Dexcom

I. NETWORKING BREAKFAST (9:00 – 9:30a.m. PT)

II. WELCOME AND INTRODUCTIONS (9:30 – 9:40a.m. PT)

III. MEMBER ROUNDTABLE DISCUSSION: LESSONS LEARNED IN 2023, OPPORTUNITIES FOR 2024 (9:40 – 10:10a.m. PT)
In this roundtable discussion, reflect on the highs and lows of 2023 and the opportunities to come in 2024. What are some of the significant challenges your in-house team overcame this year? How is your team preparing for 2024? Come prepared to share your experiences and prospects for the new year. 

IV. DEXCOM: BUILDING AN INTERNAL CREATIVE TEAM (10:10 – 10:45a.m. PT)
The Creative Services team at Dexcom serves as the one-stop shop for creative output, anchoring and guiding the written and visual identity of the brand in collaboration with internal and external partners. Julie Wisnicki, director Dexcom’s in-house creative services, will detail the journey of strategically building this team to deliver high-caliber resources that support a broad range of organizational tactics, campaigns, and product launches.  

Speaker:
Julie Wisnicki, Director, Global Brand Marketing, Creative Services – Dexcom

V. BREAK (10:45 – 10:55a.m. PT)

VI. MATTEL: BEHIND THE SCENES OF BARBIE'S MARKETING SUCCESS (10:55 – 11:30a.m. PT)
Barbie has remained one of Mattel’s most successful toy brands since its launch in 1959. Lorraine Kraus, video production director for Mattel, will walk through the history of the Barbie brand, how she supports the larger Barbie marketing strategy, and the ways in which Mattel’s in-house production team contributed to the marketing efforts for 2023's most successful film, Barbie.

Speaker:
Lorraine Kraus, Director of Video Production – Mattel

VII. HUMANA: AGILITY TO TRUE AGILE (11:30a.m. – 12:05p.m. PT)
Driven by the goal of “working smarter together,” Humana made a dramatic shift to its ways of working with the introduction of agile marketing. In tandem with internal marketing partners, The Hive, Humana’s in-house agency, created various agile pods to reduce cycle times and right-size marketing roles. AVP of brand management and content development, Laurie Schiada, will explain how Humana came to adopt agile and the impact it has had on The Hive’s standing in the overall marketing organization.  

Speaker:
Laurie Schiada, Associate Vice President, Brand Management & Content Development – Humana

VIII. LUNCH (12:05 – 12:50p.m. PT)

IX. TALENT PARTNERSHIP ADVISORS: FINDING THE MOST AUTHENTIC CELEBRITY PARTNER FOR YOUR BRAND (12:50 – 1:25p.m. PT)
As in-house agencies add capabilities and expertise to their practices, they become the natural hub for clients asking about celebrity partnerships for their brands. TPA (Talent Partnership Advisors) will provide best practices in (1) sourcing and negotiating talent for projects of any size and (2) in working among all brand/agency constituencies to ensure the brand receives what it needs, with efficiencies. Founder Keith Gelman will take you from beginning to end of these successful partnerships. To kick off the conversation, TPA will start with the basic question: what is the difference between celebrity talent and influencers? 

Speaker:
Keith Gelman, Founder – Talent Partnership Advisors

X. HERBALIFE: 368 CREATIVE, THE IN-HOUSE CONTENT STUDIO (1:25 – 2:00p.m. PT)
At the core of Herbalife’s marketing capabilities sits 368 Creative, their multi-faceted creative services team. Nuno Duarte Silva, senior manager of the in-house agency, leads their content strategy arm. In this session, Nuno will lay the framework for his team and how it integrates with the entirety of 368 Creative and Herbalife’s marketing strategy to deliver consistent on-brand messaging. 

Speaker:
Nuno Duarte Silva, Senior Manager, Content Strategy – Herbalife