Tuesday, May 14, 2024
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12:00pm - 6:00pm
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REGISTRATION OPENS
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Costa Del Sol Foyer (In-Person Only)
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2:00pm - 2:10pm
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Peter Viento
Director, Head of Creative, Global Marketing
Citi
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Costa Del Sol A-D (HYBRID)
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2:10pm - 2:40pm
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ANA PROGRAMMATIC MEDIA SUPPLY CHAIN TRANSPARENCY STUDY & THE BENEFITS OF IN-HOUSING
In December 2023, the ANA released the complete Programmatic Media Supply Chain Transparency Study. The key conclusion – about one-quarter of programmatic spend is wasted. The report covers issues including: the optimal number of websites for a campaign, Made for Advertising websites, use of inclusion lists, and the benefits of taking key elements of programmatic in-house. Kimberly-Clark has had great success in-housing its ad-tech contracts for programmatic, which has had economic benefits. This session will cover broad learning from the study and deeper insights on in-housing.
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Bill Duggan
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Group Executive Vice President
ANA
Rachel Mervis
Global Programmatic Capability Lead
Kimberly-Clark
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Costa Del Sol A-D (HYBRID)
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2:40pm - 3:10pm
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CREATIVE AGILITY: THE IN-HOUSE AGENCY DIFFERENCE
In-house agencies are the essential centers of excellence in the marketing organization that can deliver at the speed of culture. It is this “creative agility” that sets in-house agencies apart; the ability to not only execute quickly, but with creativity that makes a significant impact. This is the guiding principle behind The Kitchen, Kraft Heinz’s in-house agency. Hear from Simon Au, executive creative director of The Kitchen, North America, on how he motivates his team to balance speed with substance to create award-winning work.
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Simon Au
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Executive Creative Director, The Kitchen, North America
KraftHeinz
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Costa Del Sol A-D (HYBRID)
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3:10pm - 3:25pm
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COFFEE BREAK
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Costa Del Sol Foyer (In-Person Only)
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3:25pm - 3:55pm
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99% ALIGNMENT: HOW PROCESS KEEPS THE CREATIVE TEAM FRESH (AND HAPPY)
To improve creativity from his in-house team, director Donovan Stohlberg looked inward rather than outward. As part of a multi-year restructuring process, Donovan carefully considered the unique skillsets of his creative team (design and production) and rebuilt their roles to not only best match their proficiencies and interests, but to also match the evolving needs of the business. Here, he will detail the before-and-after story of his in-house creative team remodeling to maximize existing resources.
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Donovan Stohlberg
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Director, Internal Agency
Securian Financial
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Costa Del Sol A-D (HYBRID)
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3:55pm - 4:25pm
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PREDICT, OPTIMIZE, ACHIEVE: EMPOWERING IN-HOUSE AGENCIES TO AMPLIFY ROI
As the brand stewards of their organizations, many in-house agencies bear the responsibility of managing spend, projecting marketing results, and measuring ROI, oftentimes all at once. This session is for the in-house agency leaders eager to take control of forecasting and reporting. Matt Hertig, CEO of ChannelMix, will advise in-house leaders on the best practices of spend optimization, modeling, and resource allocation to help their brands navigate uncertain markets with clear strategic direction.
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Matt Hertig
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CEO
ChannelMix
View Video and Presentation
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Costa Del Sol A-D (HYBRID)
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4:25pm - 4:55pm
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ROUGH EDGES, RICH INSIGHTS
A captivating exploration of authentic marketing strategies and the power of purposeful messaging. Join Pamala as she navigates through algorithms, offering practical strategies to redefine the rules and enhance your bottom line behind the camera.
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Pamala Buzick Kim
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Executive Director
FREE THE WORK
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Costa Del Sol A-D (HYBRID)
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5:00pm - 6:00pm
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WELCOME RECEPTION
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Costa Del Sol Terrace (In-Person Only)
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7:00pm
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DINNER ON YOUR OWN
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(IN-PERSON ONLY)
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Wednesday, May 15, 2024
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7:00am - 7:00pm
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REGISTRATION OPENS
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Costa Del Sol Foyer (In-Person Only)
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7:30am - 8:30am
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BREAKFAST
BREAKFAST ROUNDTABLE DISCUSSIONS
On the second day of the In-House Agency Conference, we are offering six themed and facilitated breakfast discussions on topics including:
- In-House Use Cases for AI: Jessica Cipolla-Tario, VP, Global Creative Services – Sony Interactive Entertainment and Yvette Steinhardt, Senior Director, Marketing Creative and Production Services, Lilly Marketing Studios – Eli Lilly and Company
- Creative Process and Workflow: Kim Edwards, VP, Senior Creative Marketing Manager – Cadence Bank
- Measuring the Financial Value of In-Housing: Chris Hernandez, Art Director – Jones Lang LaSalle (JLL) and Laurie Schiada, AVP Brand Management and Content Development – Humana
- Talent Acquisition and Retention Strategies: Justin Garrett, Global Head of Brand and Digital Marketing – Broadridge and Eric Smith, Creative Director – Stonyfield
- Partnership with External Agencies: Molly Kaye, Senior Director, Creative Studio – Northwestern Mutual and Lori Phoenix, Global Agency Alliance Manager – W.L. Gore & Associates
- Getting Started with In-Housing: Kelly Warkentien, VP, Creative Director – Wolverine Worldwide
Conference attendees will have the option to join a themed table and have breakfast with peers knowledgeable about and interested in a similar topic starting at 7:30a.m. It will be an informal discussion that allows attendees to network with each other to start the day. To join a table, simply look towards the front of the breakfast room for the tabletop sign with the breakfast theme you would like to attend. You do not need to register or reserve a seat at your desired table in advance of breakfast.
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Costa Del Sol E-H (In-Person Only)
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8:00am - 8:20am
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BREAKFAST SESSION: HARNESSING GENERATIVE AI THROUGH STRATEGIC AGENCY PARTNERSHIPS: A BLUEPRINT FOR IN-HOUSE CREATIVE LEADERS
In-house agency leaders find themselves at a critical juncture with Generative AI, facing high expectations to enhance the scale and quality of creative output while simultaneously achieving significant cost efficiency.
In this session, discover how strategic partnerships with AI-enabled agencies can give IHAs access to cutting-edge GenAI tools, drastically reduce production times, and provide the ability to tackle project scopes that would be otherwise unrealistic. Hear practical stories of Aquent Studio’s work with SiriusXM, Starbucks, and Walmart for insights into leading your agency through the AI revolution and producing transformative creative at scale.
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Corey O’Brien
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VP - Strategy & Solutions
Aquent Studios
Nate Barilka
ACD/Generative AI Design Lead
Aquent Studios
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Costa Del Sol E-H (In-Person Only)
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8:30am - 9:00am
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OPENING REMARKS
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Bill Duggan
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Group Executive Vice President
ANA
Greg Wright
Senior Vice President
ANA
View Video and Presentation
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Costa Del Sol A-D (HYBRID)
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9:00am - 9:05am
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WELCOME REMARKS & HOUSEKEEPING
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Marilyn Simeon
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Director, Studio Agencies
Novo Nordisk
Peter Viento
Director, Head of Creative, Global Marketing
Citi
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Costa Del Sol A-D (HYBRID)
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9:05am - 9:40am
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THE BEST IN SHOW QUALITIES OF THE AFLAC STUDIO
In 2023, The Aflac Studio, in-house creative agency of Aflac, were awarded the ANA In-House Excellence Awards Best in Show for their Sundance Festival film The Park Bench, a film that tells a story we usually don’t see – the health disparities and unique health care challenges that exist in disparate communities. Aflac understands that creating broader awareness around this health and wealth gap and the disparities surrounding medical debt is key to helping Americans who are forced to make difficult health-related decisions every day. Through the lens of The Park Bench, learn how The Aflac Studio is structured to support Aflac’s core business strategies.
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Jared Martin
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Head of Studio
Aflac
View Video and Presentation
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Costa Del Sol A-D (HYBRID)
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9:40am - 10:15am
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LESSONS IN COLLABORATION FROM AN EXTERNAL AGENCY POV
The vast majority of companies who have in-house agencies also work with an external agency(ies). These external partners bring invaluable outside perspectives, capabilities that sometimes do not exist in-house, and additional resources and bandwidth to get the collective job done. Building a strong, collaborative partnership across in-house and external teams is critical, though at times easier said than done. Hear senior agency leaders Venables Bell + Partners on the key tenets of a healthy, productive relationship across teams that improves overall work and drives brand goals.
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Jasmine Clark
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Head of Strategy
Venables Bell + Partners
Matt Keats
Group Creative Director
Venables Bell + Partners
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Costa Del Sol A-D (HYBRID)
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10:15am - 10:35am
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COFFEE BREAK
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Costa Del Sol Foyer (In-Person Only)
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10:35am - 11:10am
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UNLEASHING CONSUMER-LED MARKETING ACTIVATIONS
Wolverine Worldwide Vice President of Innovation Kate Pinkham will explore the dynamics of co-locating an in-house agency, consumer insights and trend forecasting group to inspire great creative. Uncover key strategies and collaborative approaches to empower your in-house agency to harness the pulse of consumer trends, fostering innovation and driving impactful marketing campaigns.
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Kate Pinkham
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Vice President, Innovation and Insights
Wolverine Worldwide
Kelly Warkentien
VP, Creative Director
Wolverine Worldwide
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Costa Del Sol A-D (HYBRID)
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11:10am - 11:45am
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THE RIGHT PEOPLE AND THE RIGHT CHAMPION: HOW THE HATCH GREW ITS IN-HOUSE AGENCY
The Hatch was built by connecting disparate silos of creative teams, aligned with a mission to do great creative work that delivers great business results for Cisco. What started as a roster of 400 external agencies shrunk to 40, with The Hatch seeing a greater share of the workload as a result. This B2B in-house evolution is the result of bringing together world-class creatives and strategists, from some of the top agencies across the globe. The rocket fuel came three years ago with a new CMO, who champions creativity as a key component of Cisco’s brand transformation. Patti Cocciolo, VP of global brand marketing, will recount The Hatch’s 8-year journey and the importance of finding the right people and the right growth champion to propel your in-house agency forward.
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Patti Cocciolo
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Vice President Global Brand Marketing, Head of The Hatch
Cisco
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Costa Del Sol A-D (HYBRID)
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11:45am - 12:20pm
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BEST BUY’S 70,000 SQUARE-FOOT MULTI-MEDIA STUDIO
A short drive from Best Buy’s Minneapolis headquarters is Best Buy Studio, a 70,000 square-foot facility that is redefining their in-house capabilities. Complete with sound stages, editor suites, prop rooms and more, it is truly a one-stop shop for in-house production. This substantial investment for the in-house team is an extension of Best Buy’s commitment to driving efficiency across the marketing organization. Heidi Tuneberg Senior Director, Production and Business Affairs, will detail Best Buy’s Studio’s journey from idea to implementation.
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Heidi Tuneberg
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Senior Director, Production and Business Affairs
Best Buy
View Event Recap
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Costa Del Sol A-D (HYBRID)
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12:20pm - 1:30pm
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LUNCH
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Costa Del Sol E-H (In-Person Only)
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1:00pm - 1:20pm
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LUNCH SESSION: INSIDE JOBS- EMBRACING THE SUPERPOWERS AND ADVANTAGES OF IN-HOUSE TEAMS
In-house teams have a front row seat to the product, and a back-of-house look at the data, yet creatives don’t always have the language or tools to express their investment and value with credible, quantifiable results. Join Brainrider CEO, Scott Armstrong for an interview with Erica Akella, Head of Content Operations, Global Business Marketing at Meta, as they look at how in-house creative teams can deploy their superpowers to find creative ways to articulate data and communicate impact to an audience. Discover the benefits of befriending analytics and governance to help tell your story and unlock campaign iteration, amplifying stakeholder communication and trust.
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Scott Armstrong
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CEO
Brainrider
Erica Akella
Head of Content Operations, Global Business Marketing
Meta
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Costa Del Sol E-H (In-Person Only)
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1:30pm - 2:05pm
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EXPERTLY ABSURD: PERFECTING THE CULTURE OF A CREATIVE TEAM
Jeremy Jones, Global Head of Creative and Campaigns at Wink, Intuit Mailchimp’s in-house agency, knows what it takes to lead an award-winning creative team. In this presentation, Jeremy will dive into how organizations can build a dynamic internal team culture that operates at the intersection of creativity and impact. At Wink, creativity isn’t just a buzzword—it’s a guiding principle. Jeremy will discuss what goes into creating work that influences culture, challenges convention, and embraces the cross-section of expert absurdism.
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Jeremy Jones
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Global Group Creative Director
Intuit Mailchimp
View Video
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Costa Del Sol A-D (HYBRID)
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2:05pm - 2:40pm
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AI IS READY, RIGHT NOW, FOR IN-HOUSE CREATIVE AGENCIES
The marketing world has been talking about AI’s transformative potential for over a year. Now it’s time to put talk to action. Michael Olaye of R/GA, heralded by AdAge as a leading authority on AI marketing, will illuminate the road ahead for in-house agencies to close the gap on their creative excellence through AI. Here, you will learn the AI tools being used by today’s leading marketers and how they are being applied practically to redefine in-house creative capability.
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Michael Olaye
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Senior Vice President, Managing Director– Strategy and Innovation
R/GA
View Event Recap
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Costa Del Sol A-D (HYBRID)
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2:40pm - 3:00pm
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COFFEE BREAK
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Costa Del Sol Foyer (In-Person Only)
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3:00pm - 3:35pm
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IN-HOUSING THROUGH OFFSHORING: HOW LILLY MARKETING STUDIOS SOURCED TALENT ACROSS THE GLOBE
Sourcing offshoring talent can add incredible value to your organization and to your leadership. Lilly Marketing Studios, Eli Lilly’s in-house agency, leverages offshore talent as an enabler of their “follow the sun” strategy to keep projects moving at all hours of the day. Offshore employees are perceived as an extension of Lilly Marketing Studios, seen on equal footing with stateside colleagues. Chris Worden has spent years sourcing talent across the globe, and through it all reinforces a one-team culture that keeps onsite and offshore employees meaningfully connected to each other. Here, Chris will speak about the challenges and opportunities that come with offshoring as well as key performance indicators that are worth measuring to track success.
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Chris Worden
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Associate Vice President, Marketing Operations, Lilly Marketing Studios
Eli Lilly & Co.
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Costa Del Sol A-D (HYBRID)
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3:35pm - 4:10pm
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TANGIBLE AND INTANGIBLE PILLARS OF IN-HOUSE MEDIA SUCCESS
Two years ago, Lenovo assembled a center of excellence (COE) within its global media team with the goal of uncovering greater efficiencies in their online media spend. The COE has produced immediate results for Lenovo, both tangible and intangible, across five key pillars. Rick Corteville, executive leader of the global media COE, will outline the five pillars that Lenovo’s in-house media team was built upon along with the success and learnings they have driven to date.
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Rick Corteville
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Executive Lead, Global Media COE
Lenovo
View Event Recap
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Costa Del Sol A-D (HYBRID)
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4:10pm - 4:15pm
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Costa Del Sol A-D (HYBRID)
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5:45pm - 7:15pm
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ANA IN-HOUSE EXCELLENCE AWARDS RECEPTION Sponsored by XR Extreme Reach - OPEN TO ALL ATTENDEES
Enjoy the opportunity to catch-up with friends and colleagues in-person. This reception kicks off an evening of celebrating the incredible creativity and innovation of in-house marketing teams. No one knows your brand better than those in-house.
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Costa Del Sol Terrace (In-Person Only)
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7:15pm - 9:00pm
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ANA IN-HOUSE EXCELLENCE AWARDS GALA Sponsored by XR Extreme Reach - OPEN TO ALL ATTENDEES
Grand category prize winners will be announced across 15 main categories for the top in-house teams delivering the best creative, strategic, and growth-driving marketing campaigns of the year. For the first time, we will announce the In-House Leader of the Year, a leading individual who consistently demonstrates excellence in creative and strategic thinking, management of multi-disciplined teams, and thought leadership in their respective industry. The event culminates with the Best in Show and In-House Agency of the Year award announcements, honoring the best in-house work of 2023 as selected by the ANA In-House Excellence Grand Jury.
Join us for an evening of dinner, drinks, and to celebrate individuals and organizations that have achieved outstanding success!
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Costa Del Sol A-D (HYBRID)
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Thursday, May 16, 2024
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7:00am - 11:00am
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REGISTRATION OPENS
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Costa Del Sol Foyer (In-Person Only)
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7:30am - 8:30am
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BREAKFAST
BREAKFAST ROUNDTABLE DISCUSSIONS
On the final day of the In-House Agency Conference, we are offering six themed and facilitated breakfast discussions on topics including:
- In-House Use Cases for AI: Yvette Steinhardt, Senior Director, Marketing Creative and Production Services, Lilly Marketing Studios – Eli Lilly and Company
- Bringing Media In-House: Rick Corteville, Executive Lead, Global Media COE – Lenovo
- Inspiring Creative Talent: Chris Hernandez, Art Director – Jones Lang LaSalle (JLL) and Molly Kaye, Senior Director, Creative Studio – Northwestern Mutual
- Agile Marketing: Laurie Schiada, AVP Brand Management and Content Development – Humana
- Creative Process and Workflow: Kim Edwards, VP, Senior Creative Marketing Manager – Cadence Bank
- Getting Started with In-Housing: Eric Smith, Creative Director – Stonyfield
Conference attendees will have the option to join a themed table and have breakfast with peers knowledgeable about and interested in a similar topic starting at 7:30a.m. It will be an informal discussion that allows attendees to network with each other to start the day. To join a table, simply look towards the front of the breakfast room for the tabletop sign with the breakfast theme you would like to attend. You do not need to register or reserve a seat at your desired table in advance of breakfast.
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Costa Del Sol E-H (In-Person Only)
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8:30am - 8:35am
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Peter Viento
Director, Head of Creative, Global Marketing
Citi
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Costa Del Sol A-D (HYBRID)
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8:35am - 9:10am
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IN-HOUSE, OUT-HOUSE, THROUGH THE HOUSE - THE NEW AGENCY MODEL
Checking egos at the door, and embracing the one team, one fight mentality to making great work.
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Mariota Essery
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Executive Creative Director
DoorDash
Eli Velez
Managing Director
DoorDash
View Event Recap and Related Materials
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Costa Del Sol A-D (HYBRID)
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9:10am - 9:45am
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MEASURE THE VALUE OF IN-HOUSE RESOURCES TO YOUR ORGANIZATION BEYOND TIME-TO-MARKET DELIVERY
In-House resourcing continues to rise but how do you continue to prove value after the foundation has been set? Especially with regard to in-house media, it is critical to audit channel spend to ensure your media strategy meets KPIs. Boston Scientific’s Britt Wacholz will present the importance of measuring Return on Ad Spend (ROAS) and its effect on resourcing, project prioritization and most importantly, revenue attribution.
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Brittney Wacholz
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Senior Digital Marketing Analyst
Boston Scientific
View Presentation
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Costa Del Sol A-D (HYBRID)
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9:45am - 10:20am
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SURVIVE AND THRIVE AS AN IN-HOUSE CREATIVE
In-house creatives face unique challenges. In this session, Michelle Schoening, associate vice president of marketing communications and design, web content and strategy for Navy Federal Credit Union, will dissect common struggles, commiserate together, and (most importantly) change the narrative on the value we bring to an enterprise.
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Michelle Schoening
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Associate Vice President, Marketing Communications and Design
Navy Federal Credit Union
View Event Recap and Related Materials
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Costa Del Sol A-D (HYBRID)
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10:20am - 10:40am
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COFFEE BREAK
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Costa Del Sol Foyer (In-Person Only)
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10:40am - 11:15am
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KEEPING THE CREDIT(S) IN-HOUSE
Join creative leaders Todd Miller of The Cooler@Experian and Ellen Utrecht of MikeTeevee as they share how their partnership supports an in-house agency with full funnel creative ownership. Hear about the role of reputation & trust, the importance of agile production and how an evolution mindset can unlock success for ambitious in-house teams looking to level up.
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Todd Miller
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Chief Creative Director
The Cooler @ Experian
Ellen Utrecht
Founder
MikeTeeVee
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Costa Del Sol A-D (HYBRID)
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11:15am - 11:50am
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INSIGHTS FROM THE CONVERSATION BOARD
The In-House Agency Conference will conclude by reviewing posts made to the Conversation Boards stationed around the conference floor. If you post an in-house marketing challenge or question to the board, our panel of experts will take this time to offer their advice.
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Moderator: Peter Kenigsberg
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Director, Brand & Media
ANA
Jessica Cipolla-Tario
Vice President, Global Creative Services
Sony Interactive Entertainment
Koren Henderson
Senior Director, Marketing, Creative Services and Project Management
Strategic Education, Inc.
Michael Perdigao
President, Advertising and Corporate Communications
The Wonderful Company
View Video
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Costa Del Sol A-D (HYBRID)
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11:50am - 11:55am
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Costa Del Sol A-D (HYBRID)
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