2019 In-House Agency Conference

TAKING IN-HOUSE VIRTUAL: TALENT VS. LOCATION

As the ANA survey reveals, in-house agencies vary in terms of services offered, billing models, and even where they sit in an organization. Add to this list another variation: whether in-house creatives even come to work in the same location. This session will explore PwC's 'virtual agency' model, which sees 100+ people working from home, co-working spaces, and (gasp) even from the office.

Jack Teuber (@Jack_Teuber)

Co-Chair, ANA In-House Agency Committee; Creative Leader PwC

PAVING THE PATH TO IN-HOUSE SUCCESS

The decision to go in-house should not be taken lightly, nor is a 100 percent in-house model right for every organization. Marketers who jump in without building a thorough business case for change are likely to struggle; a smooth transition requires planning, prioritization, and patience. In this session, Bayer and MightyHive will break down the organizational choices that, when examined preemptively and thoughtfully, will pave the path to in-house success. We’ll consider how to decide what to bring in-house, cost calculations, managing expectations, partner selection, hybrid resourcing models, and more. 

Pete Kim (@petekim)

Chief Executive Officer MightyHive

THE INTERSECTION OF RIGHT AND INTERESTING: BOOSTING CREATIVE WITHOUT BREAKING YOUR BRAND

As an in-house agency, your number one responsibility is to uphold and propel your brand. And today, brands are taking more and more high-impact creative in-house. So how do you do what is right for the brand while still developing breakthrough creative? Sometimes, in-house agencies play it safe. The creative can be really right for the brand but not very interesting. And, other times, in-house agencies take creative liberties. The creative can be really interesting but not at all right for the brand. Join Trunk Club and explore approaches to new and familiar ways to get to that perfect intersection of “right” and “interesting” sure to boost your brand.

Maureen Boyle

Chair, ANA In-House Agency Committee, Midwest Chapter Senior Director, Creative Services & Events, Trunk Club

FOUNDATIONAL BLOCKS OF GOING IN-HOUSE

Critical to standing-up an in-house agency, or any media function, are the three "P"s - people, process, and partners, yet many companies find it challenging. A recent ANA study concluded that managing workflow and scaling efficiently were the top two challenges facing in-house agencies. Join Drew Kane, as he discusses the first — and one of most important — steps in the journey to going in-house: building a strong foundation to media operations and organization.

Drew Kane

Executive Vice President, Global Platform Solutions Mediaocean

BREAKFAST ROUNDTABLE DISCUSSIONS

We are setting up a number of breakfast tables so that attendees can informally discuss key issues. Each participating table will be marked with a number that corresponds to the topic as indicated below. Those who would like to participate should arrive at the start of breakfast. Topics and facilitators include:

1. ATTRACTING AND RETAINING TALENT
Facilitator: Jack Teuber, Creative Leader, PwC

2. CREATING VIDEO CONTENT IN-HOUSE
Facilitator: Patti Cocciolo, Global Account Director, The Hatch; Cisco

3. BUYING MEDIA IN-HOUSE
Facilitator: Belinda Smith, Global Head of Media, Electronic Arts, Inc.

4. WORKING WITH EXTERNAL AGENCIES
Facilitator: Mike Boyd, Senior Vice President, Marketing, Nationwide

5. CREATIVES - ONSITE, NEAR SITE, REMOTE - ADVANTAGES AND DISADVANTAGES
Facilitator: Travis O’Neal, Director of Creative Operations, Aquent Studios

BREAKFAST SPEAKER - THE 4 THINGS TRANSFORMATIONAL IN-HOUSE AGENCIES GET RIGHT EVERY TIME

What are truly transformational in-house agencies doing differently than their peers? Are there commonalities between those that thrive as true strategic partners to their stakeholders versus those that are boxed in as tactical service bureaus?  In this conversation, Corey O’Brien, VP at Aquent Studios, explores these questions and will share observations & insights gained from guiding more than a dozen in-house agencies through similar change and the 4 key pillars Aquent Studios has identified that leading in-house agencies get right every time. From Adobe to Uber Eats, Sephora to Shutterfly, join us to hear how Identity, Structure, Process and Culture have become critical components for successful transformation.

Corey O'Brien

Vice President Aquent Studios

WELCOME REMARKS

Jessica Cipolla-Tario

Senior Vice President, Advertising and Content MGM Resorts International; ANA West Coast In-House Agency Committee Chair

THE CONTINUED RISE OF THE IN-HOUSE AGENCY

The growth of in-house agencies at client-side marketers is substantial and changes the landscape of the advertising industry. A new ANA study, The Continued Rise of the In-House Agency, concludes that in-house agencies have grown beyond being known for “quick and cheap” to providing a broad range of services, including strategy, creative for traditional media, creative for digital media, and media planning/buying. Hear more about how this shift to going in-house has affected the advertising industry.

Bill Duggan

Group Executive Vice President ANA

CHALLENGING MYTHS TO BUILD A NEW TYPE OF AGENCY

When built with passionate talent, in a culture that harnesses great creative ideas, in-house agencies can make a long-lasting positive impact. They are closer to the brand than anyone else, more invested in solving problems, and can make decisions faster. In this session, learn how 140, the in-house agency for Verizon, debunked the six most common in-house agency myths.

Warren Chase

Vice President, Chief Operations Officer 140; Verizon Communications

DRIVING BRAND CRAVE THROUGH STORYTELLING AND INNOVATION

Great advertising is great storytelling. And no one knows how to tell better stories than The Walt Disney Company. In-house agency executives from Yellow Shoes Creative Group, the award-winning internal agency at Disney Parks and Resorts, will explore how they drive brand crave through storytelling and innovation.

Jean Batthany (@jeanbatthany)

Vice President, Global Creative Yellow Shoes Creative Group; Disney Parks, Experiences and Products

AGENCIES AND THE VELOCITY OF CHANGE

Has the future of advertising ever evolved so rapidly? In an unpredictable era, when social media, data security and machine learning act as competing forces, collaboration and guidance with a trusted partner seems essential. But some marketers are looking for marketing guidance internally. How do ad agencies collaborate with clients’ in-house marketing teams to support their brands? Marla Kaplowitz, President and CEO of the 4A’s, talks with leaders from agencies and internal client teams about agency-client collaboration, addressing creative and media in a time of marketing change.

Moderator: Marla Kaplowitz (@meknyc)

President and Chief Executive Officer 4A's

BE MORE WONDERFUL

Wonderful Agency is the award-winning, full-service in-house marketing communications agency for The Wonderful Company and its roster of healthy, iconic brands: POM Wonderful, Wonderful Pistachios, Wonderful Halos, FIJI Water, JUSTIN Wines, and more. While much of their success is a direct result of their unique, entrepreneur-led model, and deep talent pool, that doesn’t mean their way of working better to create better work can’t be adapted for nearly any organization looking to build a best-in-class in-house agency. With a little courage and just a few key rules, you, too, can build a wonderful in-house agency worthy of admiration and jealous sniping.

Darren Moran

Chief Creative Officer Wonderful Agency; The Wonderful Company

WHY MARKETERS NEED A UNIFIED VIEW OF THEIR DATA

Wasted spend, tepid growth, inaccurate and outdated data — sound familiar? Modern marketers are tasked not only with driving growth, but showing how they're doing it; unfortunately, that's often easier said than done. Join us as we share how a global premium spirits and wine company built a unified, global view of their marketing KPIs and in-house programmatic program with the help of Datorama. By connecting and harmonizing its data, this leading brand’s marketing team could identify insights at the speed of digital, understand their holistic performance, and ultimately drive — and prove — the growth they needed to make an impact.

Jake Ichikawa

Solutions Architect Datorama

"ELECTROFYING" STORIES OF AN IN-HOUSE AGENCY REBRAND

The Clorox Company built in-house agency capabilities more than 20 years ago; long before the concept of an in-house agency was ‘en vogue’. By 2018, the confluence of the need to be more agile in the digital era and consumers’ shrinking attention span, the time had come to reimagine, reorganize, and rebrand what Clorox’s internal agency could be. If you’re thinking that change is in order at your in-house agency or you’re building from the ground-up, you won’t want to miss this tale of "electrofying" transformation.

Kerri Martin (@kerrimartin)

Chief Electrofier The Electro Creative Workshop; The Clorox Company

THE GOOD, THE BAD, AND THE UGLY OF GOING IN-HOUSE

Electronic Arts has been on a two-year journey to fully build out their in-house media buying function. In this session, we’ll learn the truth about going in-house (spoiler: it’s not what you think), which goes way beyond how you buy your media and if you use agencies.

Belinda Smith (@bjstech)

Global Head of Media Electronic Arts, Inc.

COMBINING CURIOSITY AND CREATIVITY TO MEET THE GROWING DEMANDS OF A FORTUNE 100 COMPANY

The value of Nationwide’s iNHouse agency goes beyond cost savings. Their deep brand, consumer, and product knowledge allows them to balance the heavy demands of ongoing run work with the creative thinking and marketing expertise that transform ideas into effective business solutions. Not only does iNHouse save the company millions each year, they help to make billions in return. Hear how Nationwide’s iNHouse agency got started, their partnership approach with external agencies, and how they balance process efficiency with creative inspiration to produce great work.

Mike Boyd

Senior Vice President, Marketing Nationwide

BREAKFAST ROUNDTABLE DISCUSSIONS

We are setting up a number of breakfast tables so that attendees can informally discuss key issues. Each participating table will be marked with a number that corresponds to the topic as indicated below. Those who would like to participate should arrive at the start of breakfast. Topics and facilitators include:

1. THINKING ABOUT CREATING AN IN-HOUSE AGENCY
Facilitator: Marlene Squires-Swanson, Director, Paid Media, VISIT FLORIDA

2. STARTING OUT WITH AN IN-HOUSE AGENCY
Facilitator: Jack Teuber, Creative Leader, PwC

3. OPERATING AN ESTABLISHED IN-HOUSE AGENCY
Facilitator: Charissa Messer, Senior Vice President, In-House Agency Executive, Enterprise Creative Solutions; Bank of America

4. CHALLENGES TO GOING IN-HOUSE: Q&A 
Facilitator: Malcolm Peters, Managing Partner, The&Partnership

BREAKFAST SPEAKER – BUILDING THE IN-HOUSE AGENCY: 5 TAKEAWAYS FROM THE PAST FIVE YEARS

Building an effective in-house agency for the long term requires a specific mix of expertise, resources and business vision. In this presentation, Andrew Bailey, CEO, North America of The&Partnership will share key learnings on what it takes, drawing from his experience over the past five years building and running in-house agencies for companies including Dow Jones, Best Buy and Toyota. Join us for a 360 degree overview of the process where we’ll cover everything from financial structures to talent management to working with outside agencies.  We’ll also examine common missteps (and how to avoid them) and discuss effective methods for tracking and managing the health of the venture on an ongoing basis.

Andrew Bailey

Partner and Chief Executive Officer The&Partnership, North America

THE RE-IMAGINATION OF CHOBANI’S CREATIVITY

In 2016, Chobani recruited Leland Maschmeyer as their Chief Creative Officer to build an internal creative capability from scratch. What began as an effort to bring creativity in-house quickly grew into a re-imagination of more than just campaigns. The outcome is Chobani’s “Brand Development” division — a model of modern demand creation. In this period, Fast Company has twice ranked Chobani as one of the world’s most innovative companies. Leland will share the struggles, insights, and approaches that informed his division's model and system of operation.

Leland Maschmeyer

Chief Creative Officer Chobani

RISK MANAGEMENT FOR IN-HOUSE AGENCIES

As advertisers continue to increase taking agency services in-house, it is important for them to understand and consider deploying best-in-class risk management practices to avoid the exposure of damaging brand equity and to minimize overall legal risk. In this two part session, Boston Consulting Group will provide guidance on best-in-class creative content risk management practices for in-house agencies while Reed Smith will offer practical advice on production, content clearance, talent, and other legal issues that in-house agencies need to think about.

Keri Bruce

Partner Reed Smith LLP

HATCHING CREATIVE AT CISCO

Cisco's internal agency, The Hatch, is made up of a group of talented art directors, writers, account managers, and project managers who direct the creation and production of Cisco's brand marketing programs worldwide. Hear how and why Cisco’s internal agency was hatched, the efficiencies gained since their inception, the global projects they work on, their content studio, and how they produce great work.

Patti Cocciolo

Global Account Director The Hatch; Cisco

WHAT’S REALLY GOING ON BEHIND THAT CURTAIN?

In-house agencies are all the rage and in this session Enterprise Creative Solutions at Bank of America will give you an exclusive peek behind their curtain. They will share key learnings and highlights for you to consider in developing your in-house agency long-term strategy. Come join the discussion around how people, process, and technology drive an exciting in-house industry future.

Charissa Messer (@CharissaMesser)

Senior Vice President, In-House Agency Executive Enterprise Creative Solutions; Bank of America