HOST WELCOME REMARKS

Helen Lin

Vice President, Business Operations Wizards of the Coast

LAYING THE FOUNDATION FOR A BEST-IN-CLASS IN-HOUSE MEDIA TEAM

Seeking more control, speed, efficiency, and cost savings, Manulife embarked on a journey to build a best-in-class in-house media agency. From proving the business case to aligning and mobilizing global stakeholders and course-correcting along the way, you will get a roadmap to lay the foundation for a strong in-house team. In this session, they’ll cover how to decide what aspects of your marketing operations to bring in-house, how to sell in-housing internally, and strategies for a phased in-housing approach that gets the right team and skills in place.

Hanny Ali

Head of Consulting and Transformation Media.Monks

BRAND BUILDING AT THE SPEED OF CULTURE

More than ever, what connects consumers to a brand changes quickly. In just a year, the conversation has shifted from crypto and NFTs to the metaverse and virtual experiences to deep fakes and AI. Sometimes a social media trend can rise and fall within a few days. Frito-Lay’s in-house agency enables them to stay agile as they move quickly to connect with their fans in a “surround sound” way – all the while staying true to their identity and our purpose. Hear from a few members of D3, Frito-Lay’s in-house agency, on how they keep building brands at the speed of culture. 

Moderator: Todd Miller

Chief Creative Director The Cooler @ Experian

DEFINING THE FINANCIAL VALUE OF YOUR IN-HOUSE AGENCY

Vanguard’s in-house agency RHC hit a few hurdles when expanding their model to additional internal clients. In order to expand their remit, they worked with an outside consultant to develop a methodology to determine the value of the in-house agency by quantifying savings to the business, tracking the unused agency capacity to deliver more work, and defining the value to the business if they migrate additional work in-house. Vanguard will share the process they used to clearly define the financial value of in-housing.

Bonnie DiJoseph

Creative Strategy Director Vanguard

EVOLVING YOUR MARTECH STACK WITH YOUR IN-HOUSE AGENCY

As first-party data ownership becomes critical in a privacy-first, cookieless world, more and more MarTech/AdTech has migrated in-house. As your use cases become more complicated, naturally so does the technology and data that enable them. In this session, PwC will share best practices to auditing your MarTech to capitalize on your investments and drive clarity around go-forward decisions.

Rachel Dauenbaugh

Director, Marketing Transformation PwC

BREAKFAST ROUNDTABLE DISCUSSIONS

We will set aside 5 breakfast tables so that attendees can informally discuss key issues. Each participating table will be marked with a number that corresponds to the topic. Those who would like to participate in the discussions should plan to arrive at the start of breakfast.

Topics:

1. “Life Stages” of an In-House Agency (Early-Stage)
2. “Life Stages” of an In-House Agency (Mid-Stage)
3. “Life Stages” of an In-House Agency (Late-Stage)
4. AI Marketing Strategies for In-House Agencies
5. Partnering with External Agencies

AMPLIFYING CREATIVE IMPACT: EMBRACING CHANGE THROUGH MINDSET

In these unique times, the ability to adapt and excel amid disruption separates visionary in-house creative agencies from the pack. Yet, the solution isn't always in the latest tech stacks, but in mindset. As resources become scarce, it's imperative for leaders to amplify creative impact, inspire boldness over playing it safe, and nurture internal creativity. Through stories of game-changing agencies, this session explores how leadership mindset, understanding creativity as divergent thinking, and identifying empowering external partners can ignite audacious creativity and catalyze a transformative future for in-house agencies.

Corey O'Brien

VP, Strategy Aquent Studios

OPENING REMARKS: THE CONTINUED RISE OF THE IN-HOUSE AGENCY

In-house agency penetration is at an all-time high – 82 percent of ANA members now have an in-house agency, according to new research from ANA. In-house agencies should no longer be considered a "trend." Rather, they have become firmly entrenched as part of the holistic marketing ecosystem and are now a "mainstay." This session will provide highlights of the new ANA research including how workloads continue to increase, the biggest challenges for in-house agencies (all related to managing growth), and how in-house agencies are working with external agencies.

Bill Duggan

Group Executive Vice President ANA

HOST WELCOME REMARKS

Helen Lin

Vice President, Business Operations Wizards of the Coast

HEART HAUS: 2022 BEST IN SHOW ANA IN-HOUSE EXCELLENCE AWARD WINNER

Heart Haus is CVS Health’s in-house Creative Team inspired by the CVS purpose and grounded in what makes them distinct: human-centered creativity. Heart Haus helps persuade, empower, and inspire consumers, members, and patients to achieve healthier lives through the communications and activations they imagine and bring to life. In 2022, Heart Haus was recognized as the Best in Show winner for the ANA In-House Excellence Awards.

Jay Williams

Executive Creative Director CVS Health (Heart Haus)

IN-HOUSE DOES NOT = SAFE

Sure, there are cost savings to be had. Yes, it’s easier to coordinate an in-house campaign with the full marketing mix. But developing campaigns in-house is not about playing it safe. It’s about taking big swings. It’s about managing risks internally, so the payoffs are even bigger. It’s about stoking the creative fires within the organization to drive creativity across the brand.

Chris Bellinger

Vice President Creative and Digital Frito-Lay

THE IN-HOUSE AGENCY THAT TAKES ON OUTSIDE CLIENTS

Copper Giants is the in-house agency for Liberty Mutual Insurance. The agency offers full-service capabilities including broadcast, digital/social, website design, brand identity, environmental design, print, and more. But what is especially unique about Copper Giants is that the agency can also work on outside clients such as Harpoon Brewery. Warren Marenco Chase is the new leader of Copper Giants and will discuss how the agency balances work for Liberty Mutual with the pursuit of outside business.

Warren Marenco Chase

Vice President, Managing Director – Copper Giants Liberty Mutual Insurance

LEVERAGING AI FOR MARKETING SUCCESS: A GUIDE FOR IN-HOUSE AGENCIES

AI is a practical and readily available tool at the marketer’s disposal. Today, marketing teams can leverage AI to develop content, increase their output, and bring capabilities in-house previously thought unattainable. It is the next evolution of in-house agencies, moving closer to the ideal: brand stewards with incredible speed to market, cost efficiencies, and top-class creativity. Few have seen the evolution of in-house agencies from the vantage point of Michael Olaye, SVP managing director of strategy and innovation at R/GA. With over 20 years of experience, he knows how far the field has come in recent years. As one of Ad Age’s top AI marketing leaders, he sees a future in which AI empowers in-house agencies of all sizes to redefine their marketing potential.

Michael Olaye

Senior Vice President and Managing Director, Strategy and Innovation R/GA

IN-HOUSING PROGRAMMATIC MEDIA

Programmatic ad spending in the U.S. is projected to reach $230 billion in 2023, up 20 percent from 2022. Many marketers now invest more in programmatic – primarily digital display and digital video – than anywhere else. Some advertisers are in-housing their programmatic media given the growing importance of first-party data, the desire for greater transparency around fees, and the ability for greater control. Amy Bartle will share the TaxAct approach to in-housing programmatic media.

Amy Bartle

Head of Media TaxAct

OPTIMIZING YOUR CREATIVE RESOURCING MIX IN THE AGE OF EFFICIENCY

In an era of increased efficiency and leaner creative teams, organizations are figuring out the right balance of capability and capacity by employing a resourcing mix of contract, studio, freelance and full-time staff. Join Brainrider CEO Scott Armstrong for an interview with POM Safe Vice President, Chloé Gingrich-Howling,  as they discuss how they are approaching their creative execution resourcing mix, matching the right resources with the right projects at the right time, to get more creative work done.

Scott Armstrong

CEO Brainrider

CREATING MODERN PARTNERSHIPS: THE ROADMAP TO BUILDING A THRIVING AGENCY ECOSYSTEM

In-house agencies are an essential part of the brand/agency ecosystem, with 82 percent of ANA members reporting they have an in-house team. But while some agencies fear the in-house ambitions of their clients, those who understand that the new marketing ecosystem requires more collaboration than ever before are experiencing unprecedented growth. The key? Creating a dynamic and mutually rewarding partnership that satisfies the needs and ambitions of all participants, while solving for challenges such as attracting and retaining game-changing talent; delivering break-through work in cost-efficient ways; and establishing a new model for compensation, remuneration, and execution that rewards investment and performance. FCB Global CEO Tyler Turnbull shares stories and proof that the partners who embrace this opportunity are the ones who are winning on every metric.

Tyler Turnbull

Global Chief Executive Officer FCB

BUILDING BRAND VALUE FROM WITHIN

Andrew McKechnie is an award-winning creative marketer who has helped transform legacy brands and built transformation-led creative marketing organizations at scale for Apple and Verizon. As Verizon’s first SVP Chief Creative Officer, Andrew helped transform the brand from within by creating a 200+ in-house group from the ground up to become an industry powerhouse, redefining the company through innovative brand experiences and purpose-led marketing. Andrew will draw from this vast background to share his perspective on how creative in-house agencies can be an accelerant for a brand and not a distraction.

Andrew McKechnie

Chief Creative Officer, In-House Agency Builder Formerly Verizon, Apple

INSIDE LOOK AT AN IN-HOUSE PERFORMANCE MARKETING TEAM

What does it take for an in-house agency to specialize in performance and growth marketing? In this session, we’ll hear from the head of marketing operations at the University of Phoenix on how their in-house agency is structured to deliver marketing results and lessons learned along the way.

Tony Robson

Senior Director, Head of Marketing Operations University of Phoenix

FOLLOWING THE SUN FOR MAXIMUM CREATIVE OUTPUT

Officially established in 2022, Norwegian Cruise Line’s Rebel Fish Creative Group is already operating at the level of many long-standing in-house agencies with over 17,000 deliverables created for 500 projects. To achieve this output, Rebel Fish subscribes to the “following the sun” strategy, strategically leveraging creatives across the globe to continue production across a 24-hour cycle, all while maintaining brand consistency. This successful partnership between creative and operations will be represented onstage by Luije Padron, global creative director, and Marie Philemon, director of creative operations. The result is an in-house team fully in sync on a global scale.

Luije Padron

Global Creative Director, Rebel Fish Creative Group Norwegian Cruise Line

Enjoy the opportunity to catch-up with friends and colleagues in-person. This reception kicks off an evening of celebrating the incredible creativity and innovation of in-house marketing teams. No one knows your brand better than those in-house.

Grand category prize winners will be announced across all 11 main categories for the top in-house teams delivering the best creative, strategic, and growth-driving marketing campaigns of the year. For the first time, we will also announce the winners of the special GEM Award that recognizes positive portrayals of women in the marketing campaigns. The event culminates with the Best in Show and In-House Agency of the Year award announcements, honoring the best in-house agencies of 2022 as selected by the ANA In-House Excellence Grand Jury.

Join us for an evening of dinner, drinks, and to celebrate individuals and organizations that have achieved outstanding success!

View Video

BREAKFAST ROUNDTABLE DISCUSSIONS

We will set aside 5 breakfast tables so that attendees can informally discuss key issues. Each participating table will be marked with a number that corresponds to the topic. Those who would like to participate in the discussions should plan to arrive at the start of breakfast.

Topics:

1. “Life Stages” of an In-House Agency (Early-Stage)
2. “Life Stages” of an In-House Agency (Mid-Stage)
3. “Life Stages” of an In-House Agency (Late-Stage)
4. AI Marketing Strategies for In-House Agencies
5. Talent Acquisition and Retention Strategies

WHERE BRAND MEETS DEMAND: HOW IN-HOUSE TEAMS CAN PRODUCE FOR ‘THE MISSING MIDDLE’

Supported by a growing body of evidence, popular marketing theory advocates an always-on blend of broad-reach brand-building activity and tightly targeted performance marketing. But progressive marketers around the world are switching on to a third stream, drawing on the best of both disciplines to unlock brand and business growth opportunities in “the missing middle.”

In this session, The&Partnership will showcase how they help marketing teams design and manage in-house teams that weave together long-siloed disciplines to marry brand and demand more effectively.

Cameron Milne

Partner The&Partnership

HOST WELCOME REMARKS

Helen Lin

Vice President, Business Operations Wizards of the Coast

USAA: SUPPORTING A STRONG IN-HOUSE AGENCY

USAA’s in-house creative team has evolved from a handful of designers to a full-service, full capability agency. Full funnel and across channels - social, digital, direct, experiential, and yes, even (and especially) broadcast - this team is accountable for the most critical manifestations of USAA’s historic brand. In this session, you’ll hear about what made them successful, and what will keep them going. Because for USAA’s in-house team, what got them here will, in fact, get them there.

Please note this session can only be watched live and will not be available for on-demand viewing.

Ted Yun

Assistant Vice President, Creative & Brand USAA

DOES YOUR TEAM MANAGE, CONTROL & PROTECT? HERE’S HOW TO INSPIRE INSTEAD

The path for in-house creative teams today can look steep. And to cope, many creative teams, without knowing it, operate in a mode of Manage-Control-Protect (MCP). The world around them is sending more work, required to be done faster and with fewer resources. In this session, learn how the UKG Creative and Brand team developed a plan, training, and step-by-step guidance to get over the MCP hump and into a better world of inspire, help, guide

Wayne Barringer

Founder Jaro Group

NOVO NORDISK: SUPPORTING AN IN-HOUSE AGENCY STUDIO MODEL

Novo Nordisk launched their studio agency program in 2019. Through the last 4 years, the studio has undergone a transformation. In this session, you will hear about their transformation, best practices learned along the way, and what’s next for their in-house agency model evolution.

Marilyn Simeon

Director, Studio Agencies, Marketing Ops Novo Nordisk Inc.

HAPPY HOUR IS NOT ENOUGH: CRAFTING A CULTURE OF COLLABORATION

Shaina Nielson, creative director at Jones Lang LaSalle (JLL), is a self-proclaimed “creative collaborator” and experienced team builder. An industry veteran of over 14 years, Shaina has played numerous roles on client and agency-side creative teams. She knows what it takes to connect and motivate a creative department to deliver inspiring work. Here, Shaina will explain the ethos of JLL Creative to encourage continuous improvement through constant collaboration.

Shaina Nielson

Creative Director, Americas Jones Lang LaSalle (JLL)

10 ISSUES

To close the conference, a panel comprised of ANA in-house agency members will address key issues discussed at the conference. Topics will range from determining the financial value of in-housing, taking on outside clients, bringing programmatic media in-house, leveraging AI, working with external agencies, motivating global creative teams, and more.

Moderator: Greg Wright

Senior Vice President ANA