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In-House Agency Day

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IN-HOUSE AGENCY DAY

In 2013, penetration of in-house agencies increased to 58 percent.* The scope and types of services handled in-house vary widely and range from more basic collateral materials, to digital communications, to media planning/buying. In-House Agency Day will bring together various members in the in-house agency space to share success stories, as well as discuss topics that are of interest to the in-house agency community.
* 2013 RISE OF THE IN-HOUSE AGENCY SURVEY


NETWORKING BREAKFAST (8:30 – 9:00AM)
INTRODUCTIONS (9:00 – 9:15AM)


I. TIAA-CREF: 2014 IN-HOUSE AGENCY OF THE YEAR (9:15 – 10:00AM)
Elena French, VP and Head of Creative Services – TIAA-CREF, and Susan Brown, Creative Director – TIAA-CREF, will share their stories of what it takes to build an award winning in-house creative agency from the ground up. They will share strategies and lessons learned across a variety of topics, including creating the team, promoting a new service model, developing relationships and changing perceptions.

Speakers:
Elena French, VP and Head of Creative Services – TIAA-CREF
Susan Brown, Creative Director – TIAA-CREF


II. VISTAPRINT: ZERO TO SIXTY IN THIRTY (10:00 – 10:45AM)
Hold on tight as Vistaprint Executive Creative Director Liam Shannon and Vistaprint Lead Creative Director Kim DiVincenzo sweep you up and take you on their journey from tacky direct response emails to in-house broadcast production. Vistaprint's in-house agency delivers award-winning DR commercials in 11 languages, and ultimately beat out top external agencies to deliver a world class long-form brand commercial. All in house. All true. All in thirty-something months. And, on June 18, all in 30 minutes. Not recommended for the weak of heart.

Speakers:
Liam Shannon, Executive Creative Director – Vistaprint
Kim DiVincenzo, Lead Creative Director – Vistaprint


III. EVOLVING YOUR IN-HOUSE AGENCY WITH THE TIMES (11:00 – 11:45AM)
Established in 1986 as a marketing and corporate communications agency, Bank of America's in-house agency, Enterprise Creative Solution, has undergone massive changes through the decades to stay relevant and keep up with the latest strategies and technologies. Charissa Messer, Account Strategy & Agency Operations Executive – Bank of America, and Pam Upton, Creative Strategy & Execution Executive – Bank of America, will take you inside their in-house agency and share their unique co-leadership model and how they have evolved into a center of excellence for Bank of America.

Speakers:
Charissa Messer, Account Strategy & Agency Operations Executive – Bank of America
Pam Upton, Creative Strategy & Execution Executive – Bank of America


IV. ROLE OF BD'S IN-HOUSE AGENCY IN B2B MARKETING (11:45AM – 12:30PM)
Becton Dickinson and Company (BD) is a leading global medical technology company. Two years ago, its in-house agency began a rapid transformation from a traditional team working mostly responsively and locally to being at the center of authoring and driving a fundamental shift in the way its B2B sales and marketing tools are developed and distributed globally. Sparked by the hiring of the first CMO in the 100+ year history of the company, the convergence of other factors such as customer segmentation, data-driven communications, and mobile technology created the conditions for the in-house team to reinvent itself, and play an unconventional role in the marketing function.

Speaker:
Beth Yates, Senior Director-Creative Marketing – BD


LUNCH (12:30 – 1:15PM)


V. PROJECTS, PROCESSES & PERFORMANCE (1:15–2:00PM)
The volume and diversity of projects in-house agencies are executing today and the need to manage that work without incremental headcount demands process efficiency and performance excellence. The In-House Agency Forum's latest field study, Projects, Processes and Performance, captures benchmarking data on the operating practices and performance advantage of more than 100 internal agencies nationwide. The report reveals details related to project volume, diversity, and finances with insight into the steps an increasing number of in-house agencies are taking to prove the value of their organizations.

Speaker:
Sarah Cavicchi, Executive Director – In-House Agency Forum


VI. MEMBER ROUNDTABLE DISCUSSION: METRICS FOR IN-HOUSE AGENCIES (2:00 – 2:30PM)
How do you measure the success of your in-house agency? Is it based on campaign performance? Or are there other key performance indicators specific to in-house agencies? Members are welcome to share their metrics and discuss other alternatives.

Facilitator:
Gregory Wright, Director, Content Marketing – ANA

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