In-House Agency, West Coast Chapter

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NETWORKING BREAKFAST (10:00 – 10:45 am)
INTRODUCTIONS (10:45 – 11:00 am)

I. FIRESTARTER DISCUSSION: DEVELOPING YOUR IN-HOUSE AGENCY TECH STACK (11:00 – 11:30 am)
A marketing technology stack (“tech stack”) is a grouping of technologies that marketers leverage to conduct and improve their marketing activities. Often, the focus of marketing technologies ("martech") is to make difficult processes easier, and to measure the impact of marketing activities and drive more efficient spending. In this open discussion, you’ll be asked to share your favorite martech and best practices in implementation and usage.

Facilitators:
Jessica Cipolla-Tario, Senior Vice President Advertising and Content - MGM Resorts International and ANA West Coast In-House Agency Committee Chair
Greg Wright, Senior Director – Association of National Advertisers


II. BEST PRACTICES FOR YOUR IN-HOUSE AGENCY TECH STACK (11:30 am – 12:15 pm)
What tools should your in-house agency use in your tech stack? There is no easy or formulaic way to answer this question... tech stacks are as varied as snowflakes. Each organization is unique and, with upwards of 8,000 products currently to choose from, there are millions of possible combinations. The key to success in deciding which tools to use is to follow a methodical and disciplined process in building and managing your tech stack. In this session, we’ll hear practical advice and best practices for anyone responsible for or working to build, manage, and evolve enterprise-level creative tech stacks.

Speaker:
David Iscove, Creative Technology Lead - Cella Consulting


LUNCH (12:15 – 1:00 pm)


III. ALASKA AIRLINES: IN-HOUSE AGENCY CASE STUDY (1:00 – 1:45 pm)
In-house agencies come in all shapes and sizes and cover a smattering of capabilities. Join us as we look inside Alaska Airlines in-house agency, their journey, lessons learned, and future plans.

Speaker:
Jennifer Sinconis, Manager, Creative Studio Operations - Alaska Airlines, Inc.


IV. FELLOWES: OPERATING AN IN-HOUSE AGENCY AT A GLOBAL 102 YEAR OLD COMPANY (1:45 – 2:30 pm)
In this session, Jeff Dryfhout, Vice President, Global Branding – Fellowes Brands, will take us through their in-house agency journey and what it takes to establish and operate an in-house agency at a family-owned 102 year-old global company. He'll also take us through lessons learned and future plans.

Speaker:
Jeff Dryfhout, Vice President, Global Branding – Fellowes Brands