In-House Agency Committee Meeting

I. WELCOME AND INTRODUCTIONS (11:00 – 11:10a.m. ET)

II. MEMBER ROUNDTABLE DISCUSSION: THE STATE OF AI AT IN-HOUSE AGENCIES (11:10 – 11:40a.m. ET)
Let’s begin 2025 with one of the biggest topics of 2024: AI. It continues to be top-of-mind for committee members as a solution to expedite the creative process and introduce new capabilities to the in-house team. As we look ahead to the New Year, let’s take stock of where we are in our AI journeys and exchange best practices on how to effectively and responsibly take advantage of this game-changing technology.

Moderators:
Jessica Cipolla-Tario, VP of Global Creative Services – Sony Interactive Entertainment and In-House Agency Co-Chair
Mandy Janicki, Head of Creative Studio – UL Solutions and In-House Agency Co-Chair
Charissa Messer, In-House Agency Executive – Bank of America and In-House Agency Co-Chair

III. FROM THE OUTSIDE LOOKING, AND THE INSIDE LOOKING OUT: LESSONS ON DEMONSTRATING IN-HOUSE AGENCY VALUE (11:40a.m. – 12:15p.m. ET) 
In-housing is more than just a trend; it's a strategic choice that can deliver significant benefits for marketing organizations. But how do you communicate the value of your in-house agency to those who may not understand or appreciate it? Gentry Edwards, director of digital and marketing evolution at Optum, shares his insights from working on both sides of the fence: as a leader of in-house creative teams at EY and Lockheed Martin, and as a marketing leader collaborating with Optum’s in-house team. He will reveal the common pitfalls and misconceptions of in-housing, methods for measuring and articulating value, and the essential competencies and mindsets that in-house agencies need to thrive.

Speaker:
Gentry Edwards, Director, Digital and Marketing Evolution – Optum

IV. BREAK (12:15 – 12:25p.m. ET)

V. PROTECTING THE CREATIVE ENVIRONMENT FOR YOUR IN-HOUSE TEAM (12:25 – 1:00p.m. ET)
Creativity is the key to unlocking business success. Whether it's the next big ad concept or figuring out the perfect way to incorporate those oddball requests. Creative individuals offer so much more to an in-house team than just the deliverables they produce. Proof feedback, requestor relationships and broken processes can slowly breakdown the creative environment. Protecting that space should be one of the key roles for creative leadership. Join us to learn 8 tips to shield your team from the downside of the corporate grind.

Speaker:
Megan Crespo, Graphic Design Lead – Ferguson