In-House Agency Day

IN-HOUSE AGENCY DAY

In 2013, penetration of in-house agencies increased to 58%*. 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. In-House Agency Day will bring together various members in the in-house agency space to share success stories, as well as discuss topics that are of interest to the in-house agency community.

* 2013 Rise of the In-House Agency Survey


NETWORKING BREAKFAST (8:30 – 9:00AM)
INTRODUCTIONS (9:00 – 9:15AM)


I. PRUDENTIAL: 2013 IN-HOUSE AGENCY OF THE YEAR (9:15-10:00AM)
In 2013, Prudential received the coveted recognition of being the In-House Agency of the Year from IHAF. But, this was not their only accolade in the marketplace, as they also won the Gold Midas Award for Best Use of Social Media in the U.S. Their approach drives tangible business results, high satisfaction ratings from their internal clients, and helped build a #1 ranking in unaided brand awareness among their competitor set. In this session, Prudential will discuss how they achieved the recognition for their work, as well as the success of their Bring Your Challenges campaign.

Speakers:
David Liemer, VP, Creative Director – Prudential Advertising
Keith Gormley, Director of Social Media – Prudential Advertising


II. GODIVA: AN IN-HOUSE CHOCOLATIER'S DREAM (10:00-10:30AM)
When you think of Godiva, you think of a global leader in premium chocolates. If you work at Godiva's in-house agency, you might be working on projects to promote Chocolate Truffles, Gourmet Biscuits, or Coffee & Cocoa. And as much as the smell and taste of chocolate may inspire creative genius, there is still a need to motivate and get the best out of the in-house team. Carole Irgang, Consultant – Godiva Chocolatier, Inc. will share some of the company's current work and provide best practices on how they motivate and inspire their in-house talent.

Speaker:
Carole Irgang, Consultant – Godiva Chocolatier, Inc.


III. AMERICAN EXPRESS ONBRAND: SETTING UP FOR BRAND AND BUSINESS SUCCESS (10:45-11:30AM)
With the increasing number of diverse communications channels, companies are faced with ensuring relevant touchpoints with customers. Recognizing this impact, American Express has established an in-house creative agency supported by a master brand approach to help drive brand accuracy and consistency in everything a customer sees and touches from American Express. Learn how American Express has built a center of excellence for design that includes everything from OnBrand's execution of traditional and digital marketing communications to the manifestation of the brand in the award-winning Centurion Lounge at international airports.

Speakers:
Troy Williams, Vice President, Global Brand Identity and OnBrand - American Express
Tara Price, Director, Global Brand Identity and OnBrand - American Express


IV. MEMBER ROUNDTABLE DISCUSSION: IN-HOUSE ADVERTISING TECHNOLOGY (11:30AM – 12:00PM)
Adweek ran an article in their June 10th issue about how larger brands are expanding their use of in-house advertising technology. Brands such as GEICO and Netflix are developing their own in-house programmatic buying tools while others are working with ad-technology companies to handle their own data management. In this session, we will ask ANA members to share how they manage programmatic buying and/or data management at their organizations along with the key benefits and disadvantages of taking this in-house.

Facilitators:
Eve Reiter, Vice President, Marketing Category Management and Agency Relations – American Express
Andrew Kritzer, Senior Director – ANA


LUNCH (12:00 – 12:45PM)


V. MARRIOTT INTERNATIONAL: SUCCESSFUL IN-HOUSE / OUTSIDE AGENCY COLLABORATION (12:45-1:30PM)
Marriott International has one of the most diverse, global portfolios of hotel brands in the hospitality industry. From The Ritz-Carlton to the signature brand, Marriott Hotels; from Renaissance to newest brand, Moxy — the brand marketers at Marriott put enormous marketing focus on brand differentiation and brand identity strength. The Marriott Creative Agency is a key brand identity steward for all the Marriott brands. In this session, The Marriott Creative Agency will share experiences of their unique and successful partnership with the Marriott Hotels brand team and their outside agency of record.

Speaker:
Phyllis Woods, Vice President, Marriott Creative Agency – Marriott International


VI. TUNING-IN TO CHANGE (1:30-2:30PM)
What do in-house agencies and broadcast television have in common? Both have changed tremendously over the past five years — with in-house agencies on the rise and in-home viewing (at least as we knew it) on the decline. Through a mix of data sharing from recent field studies published by IHAF and storytelling from her own experiences at Discovery Communications, Jennifer Cortner, Chairman of the Board of Directors – In-House Agency Forum (IHAF) will discuss how successful in-house teams are embracing change, enabling them to deliver relevance and results to their clients.

Speaker:
Jennifer Cortner, VP, Account Services –  Discovery Communications and Chairman of the Board of Directors – In-House Agency Forum (IHAF)