In-House Agency Day
|Begins:||Tuesday, June 12, 2012 at 9:00am|
|Ends:||Tuesday, June 12, 2012 at 2:30pm|
215 Fremont Street
San Francisco, CA 94105
Meeting notes are available to current, logged in Members only.
THEME: IN-HOUSE AGENCY DAY
Over 40% of marketers have an-in-house agency, that is, a department, group or person that has responsibilities that typically are performed by an external advertising or other marketing communications agency (per 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. Though some still focus on the financial upside, that’s not the only reason for the explosive growth of this model. Experience, institutional knowledge, and the benefits derived from having a dedicated team that understands the business and the brand are undeniable. In-House Agency Day will bring together various players in the space, notably clients with such capabilities and leading industry experts, to share learning and best practices.
NETWORKING BREAKFAST (9:00 – 9:30)
INTRODUCTIONS (9:30 – 9:45)
I. STATE OF THE IN-HOUSE AGENCY INDUSTRY: FROM ORDER TAKERS TO BUSINESS PARTNERS
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, focusing 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 using in-house agencies, organizational structures, services offerings, collaborative approaches with external agencies, and a set of imperatives to which all in-house teams should aspire.
Marta Stiglin, Principal, Stiglin Consulting and charter member of the IHAF Board of Directors
II. CHARLES SCHWAB IN-HOUSE AGENCY CASE STUDY
Charles Schwab's in-house agency creates a wide range of client, prospect and internal communications. Their work spans virtually every communication channel and is rooted in deep knowledge of the Schwab brand, its purpose and many audiences. Learn how Schwab's agency of 100+ staff members has evolved to manage increased demand for thousands of communications jobs a year. Members of the in-house team will take us behind the scenes and will discuss how the agency has grown, including via acquisition, and the integration efforts related to that. In the past year the Schwab in-house agency has been focused on role, process and system updates and taking on more digital work.
Don McAdang, Managing Director, Creative Services, Charles Schwab
III. MINI-CASE STUDIES
A handful of participants will contribute "mini-case studies" to the day, highlighting the structure and responsibilities of their respective in-house operations as well as unique characteristics.
- Blue Shield of California: With an in-house creative services staff of 25 people, Blue Shield of California handles 2600 projects a year across print, video, online, and more. Quality is a core focus of the team, resulting in award winning, great creative that has impact in the marketplace. "If it doesn't work, it's not creative," is a philosophic principle.
Speaker: Sue de Leeuw, Director, Brand Marketing & Creative Services
Franklin Templeton: The team of 50 is located in the U.S., Canada, India, and Poland and is comprised of client service, art direction, design, production, and quality control, utilizing a flexible staffing model of FTE and contractors. Covers production and versioning of materials for global use into 22 languages. Delivers across print and digital including collateral, advertising, email, web, video, motion graphics, social, etc.
Speaker: Kate Gundlach, Director, Global Creative Services, Corporate Marketing & Advertising