Committees | Events & Webinars | In-House Agency Day | ANA

In-House Agency Day

This event is over.


NETWORKING BREAKFAST (9:00 – 9:30AM)
INTRODUCTIONS (9:30 – 9:45AM)


I. BEST PRACTICES IN HOW IN-HOUSE AGENCIES CAN WORK WITH EXTERNAL AGENCIES (9:45 – 10:15AM)
Even though in-house agencies are becoming more prevalent, there is still the need to partner with external agencies. In this session, Rich Whalen, EVP, Head of Agency Operations – McCann NY, will share how McCann NY works with clients that have an in-house agency, as well as best practices and tips to ensure a great working relationship.

Speaker:

Rich Whalen, EVP, Head of Agency Operations – McCann NY


II. CASE STUDY: RESTRUCTURING PWC'S IN-HOUSE AGENCY
(10:15 – 11:00AM)
In January 2014, PwC completely overhauled the structure of its internal creative resources, centralizing the team across the entire enterprise. Looking back over that experience and the two years that have followed, PwC's Creative Leader, Jack Teuber, will share how the team works together and with stakeholders to develop brand-defining outcomes for the firm. He'll also share key learning points since the restructuring, what he'd do differently, and the challenges he sees ahead.

Speaker:
Jack Teuber, Creative Lead – PwC


III. CITY YEAR: EVOLVING AN EXTERNAL AGENCY DEVELOPED CAMPAIGN USING IN-HOUSE CREATIVE (11:15AM – 12:00PM)
In this session, Andy Dean, VP of Creative, and Elizabeth McDonough, VP of Marketing, both at City Year, will describe how they built a successful recruitment campaign in partnership with their agency. They will describe the process of evolving the campaign over time and bringing strategy and creative executions in-house while still maintaining their agency as a strategic thought partner. They will also share how they ensured campaign executions were reinforced throughout all elements of City Year's local marketing across 27 locations and integrated into key corporate communications vehicles where applicable.

Speakers:
Andy Dean, VP of Creative – City Year
Elizabeth McDonough, VP of Marketing – City Year


LUNCH (12:00 – 12:45PM)


IV. AETNA: EVOLVING THE IN-HOUSE AGENCY TO MEET NEW CHALLENGES (12:45 – 1:30PM)
One of the most challenging aspects of an in-house agency leader's job is to lead the evolution of the department to consistently align with industry trends, customer dynamics, and the internal demands of a constantly changing corporate environment. Melissa Slade, Senior Director of Marketing – Aetna Inc., will offer a fresh perspective from guiding Aetna's in-house agency through a significant transformation effort, in response to changes in the healthcare industry, their customer base, and internal organizational strategy.

Speakers:
Melissa Slade, Senior Director of Marketing – Aetna Inc.
Cindy Ponce, Practice Leader – Cella Consulting


V. ARE YOU MEASURING UP? PERFORMANCE EVALUATION AND OTHER TIPS TO PROVE YOUR TEAM'S VALUE (1:45 – 2:30PM)
According to IHAF's latest benchmarking study, 65% of in-house agencies measure the performance of their teams and the satisfaction of their clients. However, measurement alone isn't enough—it's what you do with the data that counts. In this session, Maureen Boyle, Director of Creative Services & Events at Team IDEA, the in-house creative and events agency for Cars.com, will review the benefits her organization has gleaned by taking a disciplined approach to assessing performance, setting quantifiable KPIs, and promoting their value. Since 2013, Team IDEA has regularly surveyed its internal business partners, leveraging key insights to boost their effectiveness and strengthen client partnerships.

Speaker:
Maureen Boyle, Director of Creative Services & Events – Cars.com