In-House Agency Day
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THEME: IN-HOUSE AGENCY DAY
Over 40% of advertisers employ an internal agency or creative services organization (2008 ANA study). 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 players in the space, notably clients with such capabilities and leading consultants, to share learning and best practices. This day will be an exploration of internal agencies, including a state-of-the-industry report and a look at two marketing organizations that have successfully deployed and are reaping the benefits of high-performing in-house teams.
NETWORKING BREAKFAST (9:00 – 9:30AM)
WELCOME/INTRODUCTIONS (9:30 – 9:45AM)
I. INDUSTRY UPDATE: FROM ORDER TAKERS TO BUSINESS PARTNERS (9:45-10:45AM)
The internal agency model was prompted in large part by corporate pressure to drive down the cost of advertising. Fast and cheap became the mantra of many in-house creative teams. Over the last five years, however, there has been a marked change in this niche industry. In-house agencies have shifted from order takers to business partners, focused on broader challenges like how to expand their company's digital footprint and how to integrate the global brand. The In-House Agency Forum (IHAF) is the only membership organization dedicated to delivering tools and insight in support of every function within an in-house agency—with a member of the IHAF Board laying the foundation for the day with a state-of-the-industry report that includes a review of industries, organizational structures, services offerings, collaborative approaches with external agencies, and a set of imperatives to which all in-house teams should aspire. This session will also include a review of 2013 ANA In-House Survey Results.
Marta Stiglin, Principal - Stiglin Consulting and Member – IHAF Board of Directors
Bill Duggan, Group Executive Vice President - ANA
II. CASE STUDY #1: RUNNING WITH THE IRONMAN (11:00-11:45AM)
Things move pretty quickly at Timex. In fact, if you ask the 15-person team responsible for creating the brand vision, voice and experience, they'll tell you time is of the essence. With the award-winning Timex Ironman campaign as a backdrop, Michael Muligano, Vice President of Creative Services – Timex Group USA, Inc. will take us behind the scenes on how the internal agency at the nation's leading watch brand brought this award winning campaign to life and how they continue to leverage its assets to deliver inspirational advertising two years later.
Michael Muligano, Vice President of Creative Services – Timex Group USA, Inc.
III. CASE STUDY #2: FIDELITY INVESTMENTS (12:30-1:15PM)
In this session, Kim McNeil, Vice President – Fidelity Investments will share the in-house agency story for Fidelity Investments, including the delivery of quality of work in line with those that outside agencies provide. The agency handles all creative for the award-winning campaigns and handles all national creative including magazines, newspaper, outdoor, direct, digital, and collatoral.
Kim McNeil, Vice President – Fidelity Investments
IV. KEY ISSUES ROUNDTABLE (1:30-2:30PM)
This will be an open discussion to address the key issues impacting in-house agencies, including:
- How in-house operations are thinking about getting prepared for more digital work
- Relationship and working dynamics with outside agencies—partners or competitors?
- Offshoring of work