In-House Agency Day, West Coast Chapter

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


I. WELLS FARGO: IN-HOUSE AGENCY PARTNERSHIP CASE STUDY (9:45 – 10:30AM)
In this session, you'll hear from the Wells Fargo in-house agency team about the path to success in building strong relationships with key business partners as part of the growth of the Enterprise Creative Group in-house agency. Wells Fargo will share tips on creating successful relationships and highlights of the work and impact.

Speakers:
Anthony Cain, Vice President, CCS Account Leader, Enterprise Creative Group, Marketing – Wells Fargo & Co.
Melissa Passehl, Vice President, Creative Group Manager, Enterprise Creative Group, Marketing – Wells Fargo & Co.


II. MGM RESORTS INTERNATIONAL: SLAYING BIG VOLUME (10:30 – 11:15AM)
Insert key leadership, restructure the team and workflow around a few acronyms like S.L.A. and S.O.W., embrace themes of centralization and collaboration, and take a stand to change the employee culture, and you are ready to emerge as a center of excellence. That is the transformation that has been occurring at the in-house agency for MGM Resorts International over the past year. Christopher Hume, VP of Creative Services, and Randy Boynton, VP of Brand Marketing, will share details from the journey. Because what happens in Vegas, sometimes leaves Vegas.

Speakers:
Randy Boynton, VP of Brand Marketing – MGM Resorts International
Christopher Hume, VP of Creative Services – MGM Resorts International


III. VSP'S STEP BY STEP GUIDE TO BECOMING AN INTERNAL AGENCY (11:30AM – 12:15PM)
In this session, Robert Kalmbach, Creative Director – VSP Vision Care, will cover how VSP's in-house creative team evolved from a design-on-demand service model to an in-house agency. Between 2010 and 2015, the team grew from just 5 designers to a team of 25 individuals that offer a broad range of specialized skills. By broadening our skills while also narrowing the focus of key members, we have successfully transitioned from a group of order takers into a team of strategic partners that contribute top level design and branding solutions to our 5 lines-of-business.

Speaker:
Robert Kalmbach, Creative Director – VSP Vision Care


LUNCH (12:15 – 1:00PM)


IV. WONDERFUL AGENCY: LEADING IN-HOUSE CREATIVE (1:00 – 1:45PM)
As the in-house agency for The Wonderful Company, Wonderful Agency is tasked with supporting a wide-range of businesses and brands, including Wonderful Pistachios and Almonds, POM Wonderful, Wonderful Halos, FIJI Water, and Teleflora. In this session, you'll hear from Michael Perdigao, President, Advertising & Corporate Communications – The Wonderful Company, on how he leads the award-winning agency across all forms of media (television, viral, print, outdoor and interactive).

Speaker:
Michael Perdigao, President, Advertising & Corporate Communications – The Wonderful Company


V. MATTEL: BUILDING AN IN-HOUSE CREATIVE SHOP (1:45 – 2:30PM)
In-house agencies can take on many different shapes and sizes and can often change in scope over a long tenure. In this session, Herve Grison, Senior Director – Mattel, Inc., will share Mattel Creative Studios' journey and their future plans, including lessons learned and key takeaways.

Speaker:
Herve Grison, Senior Director – Mattel, Inc.