In-House Agency Day
|Begins:||Wednesday, November 6, 2013 at 8:15am|
|Ends:||Wednesday, November 6, 2013 at 2:30pm|
|Location:||Wells Fargo Center
1901 Harrison Street
4th Floor (El Capitan Conference Room)
Oakland, CA 94612
Meeting notes are available to current, logged in Members only.
NETWORKING BREAKFAST (8:15 – 9:00AM)
WELCOME/OPENING REMARKS (9:00 – 9:15AM)
I. TURNING INWARD FOR ADVERTISING AGENCY SERVICES – A GROWING TREND (9:15-10:05AM)
In-house agencies represent departments, groups or individuals that have responsibilities typically performed by an external advertising or other agency. This shift from external to in-house represents an important, growing trend, and reflects an economic environment that challenges corporations to do more with less. Marketers are experiencing a substantial improvement in the service quality of in-house agencies. Perceptions of in-house agencies are shifting fundamentally, regardless of marketer size or spend. In this segment, the ANA will the finding from its 2013 In-House Agency Survey. The findings are impressive.
Andrew Kritzer, Senior Director, Committees and Conferences– ANA
II. EMPOWERMENT ECONOMICS: 7 OPPORTUNITIES FOR IN-HOUSE AGENCIES (10:15-11:15AM)
From multiple new career paths to multiplying forms of outreach, the marketing industry is undergoing tremendous growth and change. Add to that a recovering economy and an increased penetration of internal agencies and you'll understand why there's never been a better time to work in house. In this session, we'll review seven opportunities that in-house agencies are encouraged to seize to advance their teams and increase their contributions to the businesses they support. From proving their value to eliminating non-value-added work, join us for an examination of the factors that influence the empowerment and effectiveness of in-house agencies.
Marta Stiglin, Principal - Stiglin Consulting, and Member - IHAF Board of Directors
III. HOW NATIONAL GRID'S IN-HOUSE AGENCY ROSE TO THE OCCASION AFTER "SUPERSTORM" SANDY (11:30AM-12:20PM)
National Grid is an electricity and gas company that connects consumers to energy sources through its networks. In the North East, National Grid connects more than seven million gas and electricity customers to vital energy sources essential for modern lifestyles. In October 2012, "Superstorm" Sandy caused an estimated $65 billion in damage to the New York City metropolitan area and surrounding region, making it the second-costliest hurricane in US history. National Grid's in-house agency needed to get important communications out to its customer base that were impacted by the severe damage generated by the storm, including the cutting of power in and around the New York metro area. In this session you will hear how this group rose to the occasion in order to facilitate communications, as well as some of their award winning achievementS.
Henry Brigham, Manager, Creative Services - National Grid
IV. NEED FOR FAST TURN PRODUCTION SERVICE LED TO THE CREATION OF STUDIO EXPRESS (1:00-1:50PM)
We've all experienced it—the need to edit or create versions of existing work in a short timeframe, but not having a resource that can meet this need. To address this challenge, Wells Fargo has recently piloted Studio Express—a studio production resource for projects requiring a quick turnaround. In this session, Esther Saidman, Head of Wells Fargo Studio Express, will discuss how Studio Express was conceived, designed and built, how it fits within the broader set of internal design resources at Wells Fargo, the opportunities identified and challenges addressed, and the current and future state of this exciting new service.
Esther Saidman, Senior Vice President, Enterprise Marketing Support Services – Wells Fargo Enterprise Marketing
V. ANA MEMBER BENCHMARKING FORUM (1:50-2:30PM)
This will be an open discussion to address the key issues impacting in-house agencies. In this forum, you will have the opportunity to learn from others within the in-house community, while sharing ideas amongst peers. Topics to include:
- Attracting and retaining talent
- How to harness internal data with outside sources
- Staying on top of key trends
- Biggest change over the past year and how to adjust (digital/social/mobile)
- Media Planning and Buying