In-House Agency Committee Meeting

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

II. MEMBER ROUNDTABLE DISCUSSION: SCALING CREATIVE IMPACT WITHOUT COMPROMISE
(11:10 – 11:45a.m. ET)
As demand for always-on content continues to accelerate, in-house agencies are under increasing pressure to deliver high volumes of work without sacrificing creative quality or cultural relevance. This roundtable invites participants to share their experiences, challenges, and solutions for scaling content production while maintaining strong creative standards. Together, we’ll explore topics like workflow optimization, resourcing models, use of AI and automation, and ways to stay culturally relevant at speed.

Moderators:
Jessica Cipolla-Tario, VP of Global Creative Services – Sony Interactive Entertainment and In-House Agency Committee Co-Chair
Charissa Messer, In-House Agency Executive – Bank of America and In-House Agency Committee Co-Chair
Peter Viento, Director, Head of Creative – Citi and In-House Agency Committee Co-Chair

III. EVOLUTION THROUGH INNOVATION: HOW AN AUDIO PRODUCTION HOUSE BECAME AN AWARD-WINNING CREATIVE AGENCY (11:45a.m. – 12:20p.m. ET) (Download the Presentation)
SiriusXM’s Studio Resonate began in the early days of streaming audio, producing some of the first ads for a brand new medium. What started as a reactive production house has since evolved into an award-winning, in-house creative agency. In this session, the Studio Resonate team will explore four key stages of that evolution: establishing a production studio, building a creative operations engine, and finally expanding into full creative and strategy departments. Looking ahead, they’ll also discuss how emerging tools and AI are helping in-house teams innovate faster and redefine what’s possible in audio creativity.

Speakers:
Nick Fletcher, Associate Director, Creative Strategy – SiriusXM
Matt Mohun, Vice President, Creative – SiriusXM

IV. BREAK (12:20 – 12:25p.m. ET)

V. SEND FACE PICS INSTEAD: REPOSITIONING A CHALLENGER BRAND WITH A HYBRID MODEL
(12:25 – 1:00p.m. ET)
Manscaped built its name below the waist, but growth meant looking up. This session breaks down how a hybrid team model helped transform the brand from a niche category player into a leader in full-body grooming through its “Send Face Pics Instead” campaign. By pairing an external agency’s big idea with in-house strategy, research, and execution, the campaign sparked cultural conversation, drove measurable brand lift, and became the most viral work in the company’s history.

Speaker:
Henry Arlander, Vice President, Creative – Manscaped