WELCOME REMARKS

Charissa Messer

Senior Vice President, In-House Agency (ECS) Executive Bank of America

OPENING REMARKS

Bill Duggan

Group Executive Vice President ANA

DRIVING RESULTS WITH AN IN-HOUSE AGENCY: MAXIMIZING EFFICIENCY AND EFFECTIVENESS

Over the past decade, many brands have moved more of their marketing capabilities “in-house.” With the changing marketplace, the need for more flexibility, and the expanding technology innovations available to us, there are more options than ever for companies looking to maximize internal capabilities. We will discuss how to drive efficiency and maximize results by shifting the most important roles to internal resources.

Dwayne Chambers

Chief Marketing Officer Checkers Drive-In Restaurants, Inc.

TD BANK'S STUDIO 361 IN-HOUSE AGENCY EVOLUTION AND JOURNEY

In this session, you will learn about the story of why and how TD Bank created Studio 361, lessons learned along the way and how the team is adding value for this evolving brand.

Karyn DiMattia

Senior Vice President, Head of Studio 361 TD Bank

SESSION BREAK

MOVING AT THE SPEED OF CHANGE

The massive migration to digital in 2020 catapulted us years into the future in just a few months. Customer behaviors and mindsets have changed and are now in constant flux – they’re no longer predictable. Amid all that change, marketers want to know: What’s the right op model for our brand? How do I prove value? And how do we compare to others? This session will answer those questions and more with a sneak peek at our upcoming research that identified a segment of top-performing marketers and the ways they drive double-digit revenue growth.

Jamie Posnanski

Global Content, Campaign & Personalization Lead Accenture Interactive

DEVELOPING AN INTERNAL AGENCY WINNING TEAM CULTURE

Increasing brand engagement during a regular year isn’t easy, but in 2020 it took embracing challenges, speed, agility, and courage. The foundation of McCormick’s creative and digital team and internal creative studio was built on this mindset. Discover how to inspire and grow an internal agency team that will drive unprecedented business results, crush big goals, and even thrive during critical and difficult moments—a team built to withstand a pandemic.

Alia Kemet

Vice President, Creative & Digital Marketing McCormick & Company

THE UN-HOUSE AGENCY

Whether you are building an in-house agency by laying a new foundation or are working to remodel and reimagine your existing structure – relationships are essential. However, an in-house agency is only as effective as the people within its structure – and structure alone can’t solve it all. Amina Dilawari, senior director, integrated marketing, and Michael Rowland, senior director, creative services, will share how they are letting go of traditional ways of working to build a more collaborative and effective approach.

Amina Dilawari

Senior Director, Integrated Marketing St. Jude Children's Research Hospital, Inc. ALSAC

SESSION BREAK

INSIGHTS & HIGHLIGHTS FROM CELLA'S 2021 IN-HOUSE CREATIVE INDUSTRY REPORT

This session will provide insights and highlights from our 2021 In-House Creative Industry Report – the standard that is prized by leaders of in-house creative departments who seek validation and direction on managing a more effective in-house agency. We’ll share our findings and the latest trends, as well as additional analysis and takeaways to inform and lead your team as you navigate within today’s environment.

Sophy Regelous

Vice President & Managing Director, Consulting Cella

HOW ADT CRACKED THE SOCIAL CODE AND GREW ITS IN-HOUSE TEAM

Social and Content Marketing during the pandemic required many marketers to pivot and redefine what success looks like. ADT's social and content calendar was planned three months in advance, but the global pandemic changed the world as we knew it and pre-planned content was no longer relevant. ADT's digital brand team quickly pivoted into a real-time value exchange strategy that taps into what people come to social to do: engage, converse, and share. This new holistic content, social, and paid strategy led to continuously record-breaking months -- and the need to grow the team to support all of the manual work across real-time content ideation, social execution, and media optimizations.

Stacie Dauffenbach

Director, Digital Brand ADT

CLOSING REMARKS

OPENING REMARKS

Jack Teuber

Creative Leader PwC

BE LIKE WATER: TRANSFORMING TO IN-HOUSE

Made on Instagram brands are often native-in-house. Big companies are generally slow to transform but have large ad budgets. In this session, Jarrod Jordan will discuss the critical ground work of transformation to in-house and the agility necessary to compete against rising newcomers and the big dogs that dominate the industry.

Jarrod Jordan

Chief Marketing Officer Iovate Health Sciences

IN-HOUSE DOESN'T DEFINE YOU, YOUR CULTURE DOES: THREE STEPS TO EVOLVING BEYOND THE STIGMA

For years, the perception of an in-house agency is that they are both owned and driven by the parent company. And regardless of the caliber of work you produce, it still comes with an asterisk. Times are changing and in-house agencies and production companies are on a steep rise. And while they are becoming more the norm, they are still challenged with evolving beyond the stigma. Four years ago, Innocean Worldwide, owned by Hyundai Motor Group, acquired creative agency David&Goliath. But it wasn't just the work that excited them. It was the agency’s distinct culture, strong sense of purpose and the people who drive it that prompted the agency’s evolution. Join David Angelo, founder and creative chairman of David&Goliath as he shares how to keep your agency brand thriving, relevant and evolving when in-house.  

David Angelo

Founder & Chairman David & Goliath

OMNICHANNEL ADVERTISING FROM BUZZ WORDS TO BRASS TACKS

Your consumers are always on. Is your advertising? Mediaocean CMO Aaron Goldman shares strategic insights and practical takeaways from the marketer’s guide to omnichannel advertising. Attendees will also receive a complimentary download of the white paper.

Aaron Goldman

Chief Marketing Officer Mediaocean

SPEED NETWORKING

During this 15-minute session, attendees will be able to take part in multiple automatically generated 1-1 meetings designed to accelerate business contacts and promote networking. Attendees will have the opportunity to meet, talk, and engage for 3 minutes with each person for a total of 5 separate meetings.

IN-HOUSING FOR SPEED AND RELEVANCY: LESSONS LEARNED OVER A 5 YEAR JOURNEY

Five years ago, the PGA TOUR Marketing team started with a clean sheet of paper and asked ourselves one key question: What would it take to be able to execute at the speed and frequency that our fans expect in today’s world? That question became the beginning of a 5-year journey during which the TOUR in-housed the majority of its creative and media agency needs, transforming the PGA TOUR from a traditional client/agency approach to one of the leading innovators in professional sports marketing. Tom Kuhn, vice president of marketing, will share some of the key lessons learned along the way and what’s next for the TOUR in the continuing evolution of their in-house capability.

Tom Kuhn

Vice President, Marketing PGA TOUR

EXPANDING YOUR IN-HOUSE AGENCY’S CAPABILITIES

In-House agencies and marketing teams have rapidly changed through the past few years, scaling their services to meet an increasing demand of advertising and marketing work. The pandemic only accelerated the growth of and reliance on in-house agencies. Join the discussion as we hear from in-house agency leaders about their in-house journey. We’ll cover new capabilities, scaling, and the impact the pandemic has had to business models, as well as what it takes to be successful and maintain a creative edge.

Moderator: Greg Wright

Vice President ANA

THE IN'S AND OUT'S OF BRAND CAMPAIGN ACTIVATION

True statement: Brand marketing is like conducting a symphony orchestra and flawless execution is beautiful music. Also true statement: Flawless execution of all the moving parts and assets and people and steps is beautifully simple. Join our session, especially if you don’t believe that.

Melinda McLaughlin

Chief Marketing Officer Extreme Reach

SESSION BREAK

FROM 'BRAND POLICE' TO STRATEGIC ADVISERS

Brand in professional services is clearly important, particularly with PwC being one of the 'Big 4', and with an ever evolving organization so too is the need for an ever evolving brand positioning and identity. It's also important that brand is embedded throughout the organization so it's people understand their role in amplifying and protecting it. We track this evolution through PwC’s history and how the in-house team managed to change perceptions and restore pride in the brand.

Mark Mullings

U.K. Senior Brand Manager PwC

REPLAY WITH LIVE Q&A: FROM OUT-HOUSE TO IN-HOUSE: WHY THE TRANSITION DOESN’T STINK

Back by popular demand, we will replay Todd Miller’s session from last year’s conference. He will join us afterward for live Q&A! 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

CLOSING REMARKS

ALAKAZOOM

Join Extreme Reach at the end of Day 2, for Alakazoom, a high tech magic show that will delight and amaze you. The Digital Deception duo have wowed audiences internationally, produced magic for David Blaine’s primetime special and performed on ESPN, CNN, The View, and many more. The virtual show runs from 6:30-7:15pm ET on Thursday, May 13. Please note spaces are limited. Visit the Extreme Reach booth to reserve your spot, or email ssimmons@ana.net to RSVP.