Thursday, December 7, 2023
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11:00am - 11:04am
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11:04am - 11:31am
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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 Tom Evans, head of The Kitchen, on how he motivates his team to balance speed with substance to create award-winning work.
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Tom Evans
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Head of The Kitchen, North America
Kraft Heinz
View Video and Presentation
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11:32am - 12:06pm
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TRANSFORMING THE CREATIVE DEVELOPMENT PROCESS AT DELL TECHNOLOGIES
When Lisa Bennett was hired as Head of Dell Blue, the in-house agency at Dell Technologies, she inherited a strong team of thinkers and makers. However, the creative development process was overcomplicated with numerous people offering opinions on the work. Her goal was to streamline the process, clarify roles and responsibilities and provide guidance to those offering creative input. In this session, Lisa will recount the journey, undertaken with partners Blum Consulting, which led to a more efficient, more effective process, and ultimately a stronger, more powerful creative process and product.
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Lisa Bennett
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Vice President of Global Brand and Head of Dell Blue
Dell Technologies
Alex Blum
President and Partner
Blum Consulting Partners
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12:07pm - 12:40pm
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THE GEM® EFFECT: KALMBACH FEEDS’ AWARD-WINNING SPOTLIGHT ON WOMEN IN ADVERTISING
Kalmbach Feeds’ Tribute Superior Equine Nutrition brand aimed to differentiate itself in a competitive market with an emotional appeal to horse owners. The “scrappy” in-house team tapped Lainey Wilson, rising country music star, to be the face of their “Feed Your Dreams” campaign, sharing her authentic story of a lifetime caring for horses. “Feed Your Dreams” was honored as the first-ever In-House GEM® Award grand prize winner at the 2023 ANA In-House Excellence Awards. The award, honoring best in class accurate and authentic portrayals of women and/or girls in campaigns produced by in-house marketing agencies, was developed in collaboration with SeeHer, a division of the ANA and the leading global voice for gender equality in media and advertising. The Gender Equality Measure (GEM®) spearheaded by SeeHer is the first research methodology that quantifies gender bias in ads and programming and is strongly correlated to improving brand health and driving business growth. Bonnie Brannigan, vice president of retail marketing and leader of Kalmbach Feeds’ in-house marketing team, together with Yatisha Forde, senior director of insights, thought leadership and measurement at SeeHer, will share the story behind the award-winning “Feed Your Dreams” campaign and why it stands out as an exemplary case study for its representation of women in advertising in front of and behind the camera.
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Bonnie Brannigan
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Vice President, Retail Marketing
Kalmbach Feeds
Yatisha Forde
Senior Director, Insights, Thought Leadership, Measurement
SeeHer
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12:41pm - 1:17pm
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BUILDING THE B2B BUSINESS CASE FOR IN-HOUSE DIGITAL AND CREATIVE
Launched in 2020 during the COVID-19 pandemic, Corteva Agriscience developed an in-house digital and creative team as a cost savings measure. To grow their headcount and capabilities, Leah Beyer, digital marketing communications leader, knew that the benefits of in-housing had to shift from savings to process and results. Through “pilot” case studies rooted in measurable outcomes, the in-house digital and creative teams proved the value of in-housing over external agencies, resulting in a larger share of Corteva’s U.S. marketing business and increased headcount. From Leah’s experience, learn how to demonstrate the value of in-housing beyond cost savings.
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Leah Beyer
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Digital Marketing Communications Leader
Corteva Agriscience
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1:17pm - 1:51pm
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PROJECT MANAGEMENT: THE IN-HOUSE AGENCY CATALYST
The best in-house agencies—award-winning, strategically-minded, results-driven collectives of marketers and creatives—owe their achievements to the tireless efforts of project management. More than traffic coordinators and budget trackers, project management ensures alignment with overall business strategies and objectives while fostering collaboration and effective communication. The most effective project management teams are deeply ingrained in the day-to-day operations of their in-house agencies, allocating resources, and leveraging detailed workflow programs to achieve timely, high-quality deliverables on budget. Here to share best practices of project management for an in-house team is Ana Romero, PMO (project management office) leader at Medtronic, and a project management veteran with over 10 years of experience. Ana will walk through the best practices that have kept her in-house team organized and motivated toward common goals.
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Ana Romero
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PMO Leader, U.S. Marketing and Clinical Center of Excellence
Medtronic
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1:52pm - 2:14pm
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BUILDING THE PLANE WHILE FLYING
Hear how The Home Depot navigated the challenge of shifting from channel-specific creative and marketing execution to an omnichannel approach, operationalizing the strategy into action by building and connecting process, structure, technology, and teams. Stacie Santana, senior director of marketing operations, Colleen Strouse, CPMO senior manager, and Barbara Vining, director of operations process, will explain how The Home Depot’s in-house team contributed to this omnichannel effort.
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Stacie Santana
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Senior Director, Marketing Operations
The Home Depot
Colleen Strouse
CPMO Senior Manager
The Home Depot
Barbara Vining
Director, Operations Process
The Home Depot
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2:14pm - 2:19pm
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