2020 ANA In-House Agency Conference: A Virtual Experience

Jessica Cipolla-Tario

Chair ANA In-House Agency Committee, West Coast Chapter

INSIDE TARGET CREATIVE

Chief Creative Officer Todd Waterbury shares how when it comes to the Target Creative team, it's less about location — "in-house" vs. "external" — and more about orchestration. Learn how Waterbury and his team work to identify the skills and talent so that the brand's voice can be fully heard.

Todd Waterbury

Chief Creative Officer Target Corporation

THE INTERSECTION OF MAD MEN AND MATH MEN – GLOBALLY

Anheuser-Busch InBev has had a long history of in-housing, and then outsourcing, its media and other marcomm activity. The most recent chapter began in 2015 when programmatic media was brought in house. In 2017, ABI established its first in-house studio as a pilot in Colombia, driven by the need to be closer to the customer and agilely produce a lot more content in a constant “test and learn” mode. That in-house studio, called DraftLine, has since been expanded globally to twelve locations with 550 people in locations including Buenos Aires, London, New York, and Shanghai. It works at the intersection of “Mad Men” and “Math Men,” doing creative in a different way, often collaborating with outside agencies. The head of DraftLine will share their amazing global journey.

Tracy Stallard

Global VP, Experiential & In House Agency Anheuser-Busch InBev

OVERNIGHT SUCCESSES THAT IN REALITY WEREN’T: INCREMENTAL CHANGE DELIVERS BREAKTHROUGH MOMENTS

“Breakthrough moments are often the result of many previous actions, which build up the potential required to unleash a major change.”  Atomic Habits, James Clear

Through the pandemic brands have turned to, and relied on, their In-House Agencies more than ever. This poses a big opportunity for in-house teams looking to elevate and cement their role as a most-trusted creative advisor to their business. Applying insights from creative leaders across industries, Corey O'Brien, VP at Aquent Studios, will discuss how to deliver breakthrough moments for your in-house agency. 

Corey O'Brien

Vice President Aquent Studios

SONY PICTURES: DEVELOPING AN IN-HOUSE DATA AND MEDIA STRATEGY

Sony Pictures Entertainment is taking an incremental approach to bringing its performance media buying in-house. The movie studio has taken pieces of its performance media buying — programmatic, social and search — in-house over an 18-month period. Hear how they strategically launched this new capability and where they plan to take it.

Bryan Wessel

Senior Vice President, Media and Data Strategy Sony Pictures Entertainment

GORILLA GLUE: TACKLING BROADCAST COMMERCIALS IN-HOUSE

Learn how Gorilla Glue exploded their brand from print-advertising to best-in-class broadcast creative — without an agency of record. With more than 25 TV spots written in-house, and produced directly, Lauren Connley, vice president of global creative services, will share how she built The Gorilla Glue Company’s in-house model, including different approaches for generating and selecting ideas, and tips for brands working directly with production.

Lauren Connley

Vice President, Global Creative Services The Gorilla Glue Company

A MODERN TECH FRAMEWORK FOR OMNICHANNEL ADVERTISING

Ramsey McGrory

CRO Mediaocean

NAVIGATING THE INTERSECTION OF A NEW BRAND AND IN-HOUSE CAPABILITIES

When Best Buy set out to update a brand that had been literally untouched for decades, it triggered a larger conversation on how creative could best come to life at launch and beyond. Teams quickly discovered previous options that included valued agency partners and independent partners had a place in the portfolio – yet it was the essence of the new branding that cast eyes on quickly exploring what an in-house capability could really be. In this session, vice president of creative services Molly Kinsella will share the journey of a company pivoting to growth, the role the brand plays in driving that growth, the talent required to bring it to life, and the lessons she learned along the way.

Molly Kinsella

Vice President, Creative Services Best Buy Company, Inc.

Jessica Cipolla-Tario

Chair ANA In-House Agency Committee, West Coast Chapter

THE IMPORTANCE OF OWNING IT

As Ally expands its portfolio of financial services, consumer data and the ability to quickly turn it into action becomes increasingly important. Learn how Ally is ensuring its market leading position on agile production, control of data, and implementation of dynamic creative assets to enable critical personalization at scale. Andrea Brimmer, Chief Marketing and Public Relations Officer, Ally, will discuss how the brand is evolving while staying deeply committed to its agency partners and their quest to make Ally a tip of tongue brand. 

Andrea Brimmer

Chief Marketing and Public Relations Officer Ally

EVERYTHING STARTS WITH YOUR NORTH STAR

How do you set a vision for your in-house team that is valuable, meaningful, and inspiring? It starts with defining what you stand for, what your team should accomplish, and the value your in-house agency provides your company. Former Boeing ECD Wayne Barringer will discuss why making a powerful in-house vision a reality is critical to the culture and performance of your team. And he’ll show you how to create such a vision - and the deliberate steps necessary to make progress fulfilling it.

Wayne Barringer

Founder and President WBC In-House Advisors

CELEBRITIES & INFLUENCERS: WHO? WHAT COST? AND HOW TO ENGAGE

Whether you are a master negotiator, best friends with the agent or a novice, most aspects of framing “The Deal” are truly the same. The end-result should be an all-encompassing agreement that grants the services, rights and use of materials sought by the Advertiser.

This session focuses on various aspects of engaging celebrity and influencer personalities to promote brands.

Rori Floyd

Senior Vice President, Business Affairs The TEAM Companies

IMPROVING THE VALUE OF CREATIVITY – WITH SCIENCE

One of the endless debates in marketing is focused on a simple question – do creative ideas work better? Creatives approach business with emotions, while many leaders focus on logic and financials. Some think that creative ideas are just window dressing, while others see it as a secret weapon. And while this debate has continued for decades, thanks to new studies in science, we now have an unbiased answer. This presentation uses hard science to prove why creative ideas are better for the bottom line and offers real-world examples of how business can balance logic and emotion to grow.

Adam Morgan

Executive Creative Director Adobe Systems Inc.

THE INTERSECTION OF IN-HOUSE ANALYTICS, RESEARCH AND CONSUMER INSIGHTS

In a world with massive amounts of data, customer insights can come from all sorts of places — traditional surveys, focus groups, web behavior, call centers… the list goes on. At John Hancock, deep customers insights are unlocked when you bring together qualitative research with quantitative analytics. In this session, John Hancock will share their approach to managing this process.

Chris Potts

AVP, Marketing Analytics John Hancock

ONE TIP TO WD-40® YOUR CREATIVE OPERATIONS

Simplify how work gets done by understanding the secret to frictionless workflow and precision compliance wherever creative plays. Don’t let mishaps in execution take anything away from the powerful brand stories you create every day. 

Melinda McLaughlin

CMO Extreme Reach

FROM OUT-HOUSE TO IN-HOUSE: WHY THE TRANSITION DOESN’T STINK

The transition from big-time ad agency executive creative director to the brand side can be fraught with apprehension, at best, and endless second-guessing, at worst. After all, the move is often mistakenly associated with the winding down of a career. Like our industry, however, things evolve. And that’s good. We learn that creativity can’t be confined. Nor does it require patterned walls or purple furniture. Award-winning leader Todd Miller shares his journey from the outside in. He includes his experience on how embracing the full potential of the in-house model can not only successfully advance the quality of the work; but recruit an A-list team, build better client relationships, and straight-out improve creatives’ lives.

Todd Miller

Chief Creative Director The Cooler @ Experian

CONTENT MARKETING AND THE ROLE OF THE IN-HOUSE AGENCY

Based upon a 2019 study by the ANA and The Content Council, there are significant opportunities for growth in content marketing. In this session, we’ll explore those opportunities and best practices. Included in those opportunities are recommendations on the operational benefits and vision for an in-house agency structure which can provide greater success and brand growth.

Paul Robinson

Director of Content & Commerce Marketing ANA