In-House Agency

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


I. HILTON: STARTING AT SQUARE ONE...TWO AND THREE (10:00 – 10:45AM)
In this session, Courtney Dahl, director of Hilton's Creative Services Group, will share how one spark of an idea formed over night and the journey of becoming a trusted in-house partner for more than 13 brands (and growing) got its start. She'll walk through 3 key phases which have shaped the growth and positioning of the group's evolution. Other themes that will be covered include: the importance of fostering a culture, genuine relationships, remembering your lessons, and celebrating your successes.

Speaker:
Courtney Dahl, Director, Creative Services Group – Hilton Worldwide


II. ALLIANZ: IN-HOUSE AGENCY CASE STUDY (10:45 – 11:30AM)
Every in-house agency has a unique origin story and operates differently from other departments within the same company. In this session, Julia H Gutz Moller, AVP US marketing, brand, and creative services – Allianz Life Insurance Company of North America, will share their origin story, what motivates the in-house team, its structure, and lessons learned over the years.

Speaker:
Julia H Gutz Moller, AVP US Marketing, Brand, and Creative Services – Allianz Life Insurance Company of North America

III. MANAGING SOCIAL MEDIA INFLUENCERS IN-HOUSE (11:45AM – 12:30PM)
Social media influencers are all the rage and many brands have brought in outside suppliers to manage their social media influencer programs. However, some brands, like Visit Philadelphia, prefer to manage their own program. Nathanael Saldaña, creative director - Visit Philadelphia, will join us to share how they manage the program, their successes on Instagram and Snapchat, and lessons learned.

Speaker:
Nathanael Saldaña, Creative Director - Visit Philadelphia


LUNCH (12:30 – 1:15PM)


IV. THE SURGICAL METHOD: 7 HABITS OF HIGHLY EFFECTIVE WRITERS (1:15 – 2:00PM)
Nobody sets out to be unclear. But in trying to sound important, lawyers, doctors, government agencies, banks, and even marketers often complicate their messages with unnecessary language. In this day and age when attention span has been reduced to 140 characters, it's more important than ever to be clear and simple. These 7 steps can simplify your sentences so you can improve understanding while avoiding subjectivity.

Speaker:
Glenn Herdling, Senior Director - Editorial Lead – AXA Equitable


V. ROUNDTABLE DISCUSSION: HOT TOPICS AND TRENDS (2:00 – 2:30PM)
In this roundtable discussion, we'll discuss major trends, topics, and current issues members are facing as an in-house agency. We'll also spend some time discussing the types of speakers/content you want to see at future meetings. Come with your questions and suggestions!

Facilitators:
Jack Teuber, Creative Leader – PwC and ANA In-House Agency Committee Co-Chair
Charissa Messer, SVP, Strategic Marketing Executive – Bank of America and ANA In-House Agency Committee Co-Chair
Greg Wright, Director, Conferences and Committees – ANA