In-House Agency, West Coast Chapter

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NETWORKING BREAKFAST (9:00 – 9:45AM)
INTRODUCTIONS (9:45 – 10:00AM)


I. THE WONDERFUL AGENCY: LEADING IN-HOUSE CREATIVE (10:00 – 11:00AM)
As the in-house agency for The Wonderful Company, Wonderful Agency is tasked with supporting a wide-range of businesses and brands, including Wonderful Pistachios and Almonds, POM Wonderful, FIJI Water, Teleflora, and others. In this session, you'll hear from The Wonderful Company's in-house agency leaders on how they lead the award-winning agency across all forms of media without an external agency.

Speakers:
Lori Hobson, Managing Director – The Wonderful Company
Darren Moran, Chief Creative Officer – The Wonderful Company


II. VISIT PHILADELPHIA: BRINGING PAID ADVERTISING IN-HOUSE (11:15AM – 12:15PM)
Visit Philadelphia's in-house team has always just handled corporate branding and creative for stakeholder communication. They utilized an external agency for their large paid advertising campaigns. However, in the past six months, they have gone through the process of bringing all paid advertising in-house. In this session, they'll discuss the wild ride it's been, including the process, learnings, experiments, successes, and not-successes!

Speaker:
Nathanael Saldaña, Creative Director – Visit Philadelphia


LUNCH (12:15 – 1:00PM)


III. MATTEL: IN-HOUSE AGENCY CASE STUDY (1:00 – 1:30PM)
In-house agencies can take on many different shapes and sizes and can often change in scope over a long tenure. In this session, Lorraine Kraus, head of Barbie broadcast production at Mattel, Inc., will share her journey and Mattel's future plans, including lessons learned and key takeaways.

Speaker:
Lorraine Kraus, Head of Barbie Broadcast Production – Mattel, Inc.


IV. CLOROX: TRANSFORMING A LONG-STANDING IN-HOUSE AGENCY (1:30 – 2:00PM)
Just as companies need to be rebranded from time-to-time, so do in-house agencies. Clorox's in-house agency is undergoing a full transformation from branding to processes. Kerri Martin, senior managing director at Clorox's in-house agency, will share the transformation process and kick off our roundtable discussion.

Speaker:
Kerri Martin, Senior Managing Director – The Clorox Company


V. ROUNDTABLE DISCUSSION: STARTING FRESH (2:00 – 2:30PM)
In this roundtable discussion, we'll discuss how to start an in-house agency, compare journeys of established in-house agencies, and provide lesons learned for those looking to start fresh. We'll also discuss major trends, topics, and current issues members are facing as an in-house agency. Come with your questions and suggestions!

Facilitators:
Jessica Cipolla-Tario, Senior Vice President Advertising and Content - MGM Resorts International and ANA In-House Agency West Coast Committee Chair
Gregory Wright, Director, Conferences and Committees – ANA