In-House Agency

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


I. HOW SALLIE MAE EDUCATES VIA DIGITAL AND SOCIAL (10:00AM – 11:00AM)
Jennifer Camelio, Senior Director, The Creative Agency – Sallie Mae leads the In-House Agency for Sallie Mae, a student loan company. With 1.2 trillion in student loan debt in the United States, teaching students about financial literacy is of utmost importance. In this session Jennifer will share how Sallie Mae's internal agency has utilized digital and social media, including Facebook live events, to reach their audience and achieve their goals.

Speaker:
Jennifer Camelio, Senior Director, The Creative Agency – Sallie Mae


II. CAMPBELL SOUP: A DECOUPLING CASE STUDY (11:15AM – 12:15PM)
Decoupling, in advertising, occurs when services that were previously subcontracted by advertising agencies are purchased directly from suppliers. Campbell Soup Company has done just that over the last few years. This presentation will explain the rationale and cost advantages of making the separation as well as the mishaps, assumptions (both correct and incorrect), and learnings from this endeavor.

Speaker:
Brad Lund, Director, Campbell Creative Studios – Campbell Soup Company


LUNCH (12:15 – 1:00PM)


III. BRAND REFRESH: SHIFTING A BRAND OF 25 YEARS TO A CUSTOMER CENTRIC CREATIVE STRATEGY (1:00PM – 2:00PM)
CertaPro Painters® needed to overhaul their brand look/feel to be more relevant and customer centric. In simple terms, they updated all packaging assets (content, design, photography) and used a powerful North Star statement to help drive a refreshed point of view in the eyes of the customer (both B2B and B2C). With a website redesign, overhaul of previous customer program and updating many creative assets, the brand evoked a strong response from their audience, which converted to an increase in 2017 leads. In this session, Abbie O'Brien, Creative Director – CertaPro Painters® will share how her small in-house team tackled such a huge undertaking.

Speaker:
Abbie O'Brien, Creative Director – CertaPro Painters®


IV. ROUNDTABLE DISCUSSION: IN-HOUSE AGENCY FACT BOOK (2:00 – 2:30PM)
In November 2017 the ANA released their In-House Agency Fact Book. In this roundtable discussion, we'll discuss the results of our survey analysis, including organization structure and any high level trends that were discovered. We'll also discuss major trends, topics, and current issues members are facing as an in-house agency. Come with your questions and suggestions!

Facilitator:
Greg Wright, Director, Conferences and Committees – ANA