EXPECTING THE UNEXPECTED

Expecting the unexpected means you can approach a troubling situation and turn it inside out for a positive experience. Everyone in marketing and advertising knows the unexpected is to be expected. In-House agencies are no different. In this panel discussion, in-house agency leaders will share unexpected challenges they’ve encountered and how they were able to overcome them.

Facilitator: Andrea Ruskin (@_BlumConsulting)

Co-Founder Blum Consulting Partners, Inc.

UL: MEETING GLOBAL DEMANDS WITH YOUR IN-HOUSE AGENCY

Are you trying to decide whether you should use contract agencies outside of the U.S. or not? Have you ever thought about growing the regional presence of your team? In this session, come learn how UL shifted their priorities to meet global demands. Mandy Janicki, senior manager Head of Creative Studio at UL, will take you through her journey of regionalizing UL’s Creative Studio team and discuss what she learned from her designers, copywriters and clients. Tracy Miller, creative strategy and design execution manager, will walk you through UL's regional design strategy and discuss the outcomes of her team's research as well as next steps.

Mandy Janicki

Senior Manager of Creative Services – Corporate Marketing UL LLC

IN-HOUSE AGENCY TOWN HALL

What are you challenged with as an in-house agency? What information or resources would be beneficial as an in-house agency leader? Come prepared to share your challenges, successes, and resource needs at this in-house agency town hall.

Facilitator: Greg Wright (@gjw1801)

Vice President, Content Marketing ANA

TURNING THE DIAL IN THE WRONG DIRECTION: THE SECRET INGREDIENT TO LEADING SUCCESSFUL IN-HOUSE AGENCY TRANSFORMATIONS

How training to get comfortable with the uncomfortable can unlock the mindset required for increased in-house agency growth.

Corey O’Brien

Vice President Aquent Studios

Bill Duggan (@billduggan)

Group Executive Vice President ANA

Greg Wright (@gjw1801)

Vice President, Content Marketing ANA

A STRATEGIC APPROACH TO BRANDED STORYTELLING

ALSAC (the fundraising and awareness organization for St. Jude Children's Research Hospital) is undergoing a transformation in its marketing organization, breaking down functional and operating silos to create a new future-fit model that will fuel the next generation of storytelling. In this session, Mike Siegel will share the journey-in-progress to reimagine the marketing organization, with a focus on the creative and content engine of its "un-house agency."

Mike Siegel

Senior Vice President, Marketing ALSAC/St. Jude Children's Research Hospital

LEADING ACROSS THE DUALITY OF IN-HOUSE AND AD AGENCY TEAMS

At Wizards of the Coast, in-house marketing is a group of 55+ professionals across creative, operations, web, customer relationship management, paid media, and social teams. A portion of their select work is outsourced to different types of agencies, a model that has allowed them to be successful and scale. This session will dive into the choices they make in determining what work to retain in-house and what to source out to ad agencies, and the impact that come with these choices.

Helen Lin

Vice President of Digital Marketing Wizards of the Coast

CREATING HIGH VALUE, HIGH RETURN BETWEEN YOUR IN-HOUSE AGENCY AND YOUR AGENCY PARTNERS

By challenging the status quo and creating a united focus on great thinking, ideas, and work, there can be a seamless, frictionless experience between your in-house agency and external agency partners. It's about teamwork, and pushing together toward that singular vision. Because that is when great work happens. This session will take a deep dive into discussions and perspectives about where your external agencies should add value and how to build mutually rewarding partnerships that maximize the most of each agency's capabilities.

Andrew Graff (@andrewgraff)

CEO Allen & Gerritsen

EMBRACING 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. In this session, hear how The Wonderful Company operates their unique in-house model, as well as successes and lessons learned along the way.

Lori Hobson

Senior Vice President, Managing Director The Wonderful Company

E&J GALLO WINERY: CREATING AND BALANCING SUCCESS IN A HOUSE OF MANY BRANDS

The internal team at E&J Gallo Winery is tasked with producing best-in-class creative to support the growth of the company’s more than 100 wine and spirits brands. Touching an average of 50 brands a month along with briefs coming from 30+ internal teams, Gallo Creative is built around principles that allow it to quickly shift between brand aesthetics, business partners, competitive pressures, and operational methodologies. Michelle Clark, senior director of creative at E&J Gallo Winery, will take you through some of the core practices required to serve so many brands and stakeholders, including flexible resourcing models, chargeback funding, collaboration with agencies, and the importance of account management.

Michelle Clark

Senior Director – Creative E&J Gallo Winery

UP CLOSE WITH SOCIAL PERSONALIZATION

Social personalization has gone from a pipe dream to a necessity when it comes to how brands plan social media ad campaigns. Does it work across all social platforms? How can you build it into existing workflows without adding even more complexity to your process? What considerations do you need to factor in both for creative and delivery? When will personalization have the biggest impact on performance? Learn about the major challenges and opportunities for social personalization, and get concrete tips for what to do next.

Megan Gall

Vice President, Social Strategy Mediaocean

INCREASE AD EFFECTIVENESS BY LISTENING TO THE CUSTOMER VOICE

Marketers today are seeing critical shifts in the advertising industry: shifting media landscape, shifting consumer journey, and shifting technology access. These shifts prevent brands from having a clear line-of-sight into their total campaign performance. Marketers are busy running behind the scenes to piece together customer data instead of understanding customers first. Join us to see how DISQO has approached this changing landscape and learn how you can increase brand and behavioral campaign lift by listening to the customer voice.

Peter Brown

Vice President, Ad Measurement DISQO

ORANGETHEORY FITNESS: MOTIVATING MORE LIFE

At Orangetheory Fitness, More Life is more than a campaign tagline. It’s a brand purpose packaged into an inspiring, emotional promise that members can believe in. In this session, Kevin Keith will speak to how Orangetheory’s in-house creative team is playing a role in motivating a shared community of almost 1 million members across the globe to live longer, more vibrant lives through their workout.

Kevin Keith (@kkeith)

Chief Brand Officer Orangetheory Fitness

LENOVO’S GET GOT BY A GRAN

Senior loneliness is more than a sad reality. It's a medical minefield, increasing the likelihood of dementia, heart disease and stroke. In 2019, a staggering 1 in 3 seniors reported feeling lonely. In 2020, in the midst of a global pandemic, senior loneliness became an even bigger problem. So Lenovo turned to an obvious solution: esports.

In this session, learn about Lenovo’s winning 2021 ANA In-House Excellence Awards: Experiential/Best Media Thinking campaign. Jeremy Swiller will speak about they trained seniors in the art of gaming and then challenged young gamers to battle it out with them in Counter-Strike live on Twitch on World Senior Citizen's Day.

Jeremy Swiller (@imarketnc)

Director, Brand Operations Lenovo

BUILDING HP STUDIO AS AN ENGINE OF GROWTH

In the past four years, HP has been building their in-house creative production agency to produce mid/lower-funnel marketing assets and to support new product introductions. In this session, Carlos Ricardo will speak about how HP Studio was created, how they work with other internal stakeholders, lessons learned along the way and how they are contributing to business growth.

Carlos Ricardo

Global Head of Marketing Services & Creative Production HP

DIVERSE TALENT ENHANCED OUR CREATIVE AND DROVE SALES

Ensuring her team is filled with diverse talent has always been a mission for Michelle Wong, chief marketing officer at Sprinkles. Whether it’s professional background (mix of brand, agency, internal promotion), age, or ethnicity, having a diverse perspective at the table can positively impact business results. In this interview, Michelle will share how diversity on their in-house team positively affected Sprinkles’ creative, sales, and even their flavor development.

Facilitator: Andrea Ruskin (@_BlumConsulting)

Co-Founder Blum Consulting Partners, Inc.

Join us for drinks, hors d'oeuvres and a chance to network with marketers and creatives from around the globe.  We're Brainrider: a global agency helping ambitious marketers do more, and do it better, alongside kind, creative people who get them. We look forward to celebrating the last night of the conference with you! 

A JOURNEY OF IN-HOUSING CREATIVE MANAGEMENT OPERATIONS IN ADVERTISING

From outsourced to in-house, COX Communications went from working with multiple agencies doing everything from trafficking to delivery, to taking control of their creative management process from start to finish. By adopting Ad Management Platform, inefficient manual processes were brought in-house and transformed into data driven efficiencies through technology.

Cara Blake (@CaraBlake17)

Senior Media Manager Cox

Greg Wright (@gjw1801)

Vice President, Content Marketing ANA

WHAT A CLEAR VISION MEANS FOR YOUR IN-HOUSE AGENCY

Before asking consumers to join your brand, first look to the team challenged with inspiring an audience to believe and engage and participate with your brand manifestation. For Crocs, a brand that’s successfully established relevance by creating authentic consumer connections, that starts with having clear purpose and set of values that are lived from the inside out. In recent years, the brand has doubled down on its it’s invitation to “Come As You Are,” looking inward not only to create its most powerful campaigns to-date, but to do what many great brands don’t: listen, and then respond to their fans. During this session, Crocs CMO Heidi Cooley will discuss the importance of an in-house team that’s agile, empowered, and focused on aligning vision with execution. She will also discuss how an in-house agency model puts your brand as close to the market – and consumer – as possible; as well as the evolving relationship between strategic agency partners and in-house teams.

Heidi Cooley (@Crocs)

Senior Vice President and Chief Marketing Officer Crocs

THE FUTURE OF MARKETING: WHY THE METAVERSE WILL TURBOCHARGE IN-HOUSING

The astonishingly-rapid emergence of the metaverse, Web3, and NFTs is not only driving exponential change for marketers, it’s influencing the very fundamentals of business strategy – and never has the in-house team played a more crucial role in influencing technology adoption. What does in-housing look like in a Web3 future? Hear from two industry thought leaders as they explore the next generation of in-house capability.

David Jones

Founder and CEO The Brandtech Group

CITI: CHOSEN NAME

Citi’s mission of enabling growth and progress for all includes growth and progress for transgender and non-binary people, too. As part of their commitment to helping drive an equitable and inclusive culture, they developed a new feature that enables trans and non-binary customers to use the name that reflects who they truly are – even if that name is different than their legal name. In this session, learn about Citi’s winning 2021 ANA In-House Excellence Awards: Socially Responsible campaign. Citi will discuss the insights that ignited this new feature, the pitfalls and triumphs of bringing it to life both on the backend and in marketing, the role of partnerships in getting this groundbreaking work across the finish line, and the unique collaboration between internal and external agency teams to ensure real representation in-front of and behind the camera.

Laura Satterly

Senior Vice President, Global Marketing Integration Citi

IN-HOUSE AGENCY HOTTEST EMERGING TRENDS FOR 2022

CMOs and their teams are being squeezed from all sides: CEOs demand results; consumers demand control; regulators demand compliance; and tech platforms demand adaptability. In short, senior marketers need help in order to align with the business and drive success. They also need agencies that are agile, culturally aligned, and fully connected to the marketing and business strategy. In this session, Insider Intelligence will discuss the latest trends to watch for and how to stay ahead of the curve.

Dave Frankland (@dfrankland)

Principal Analyst, Marketing Insider Intelligence (formerly eMarketer)

10 ISSUES

To close the conference, a panel comprised of ANA in-house agency members will address key issues discussed at the conference. Those will likely include talent, new capabilities, evolving in-house agency models, data management, building more collaborative relationships, and more.

Facilitator: Greg Wright (@gjw1801)

Vice President, Content Marketing ANA