In-House Agency, Midwest Chapter

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NETWORKING BREAKFAST (9:00 – 9:45AM)
INTRODUCTIONS (9:45 – 10:00AM)

I. NEW SPARKS: NAVIGATING THE INTERSECTION OF A NEW BRAND AND IN-HOUSE CAPABILITIES  (10:00 – 10:50AM)
When Best Buy set out to update a brand that had been literally untouched for decades, it triggered a larger conversation on how creative could best come to life at launch and beyond. Teams quickly discovered previous options that included valued agency partners and independent partners had a place in the portfolio – yet it was the essence of the new branding that cast eyes on quickly exploring what an in-house capability could really be. Join us for a conversation where we’ll share the journey and intersections of a new brand, discuss the art of persuasion, explore why C-suite leadership support matters and share what happens when these ideas match, and spark.

Speakers:
Molly Kinsella, VP, Creative Services – Best Buy
Heidi Tuneberg, Senior Director, U.S. Marketing Creative Operations – Best Buy

II. IT'S NOT YOU, IT'S ME: WHEN IT'S TIME TO MAKE A CHANGE (11:20AM – 12:10PM)
Internal agencies have two primary clients: the employees and the brand; and these days, it can become increasingly challenging to determine which client to prioritize. At Mayo Clinic, a pivot is in process, as the Brand Strategy & Creative Studio division leans toward putting brand work front and center. "We realized that we spend a lot of time talking to ourselves," said Sara Kosiorek, Mayo Clinic's Director of Creative Operations, "and we know it's time to refocus our energy on creating work that supports one of the most powerful service brands in the world." So, how do you tell your employee base that your priorities have changed — and your relationship will need to evolve? In this session, Sara will share how Mayo Clinic is taking on this challenge by revisiting organizational structure, processes and tools, partnerships, and corporate climate.

Speaker:
Sara Kosiorek, Director, Creative Operations – Mayo Clinic

LUNCH (12:10 – 12:50PM)

III. HOW TARGET HAS BUILT ROBUST CGI CAPABILITIES IN HOUSE (12:50 – 1:40PM)
For decades movies and gaming have been using the technology of CGI (computer generated imagery) to bring imagination to life. Today, the same technology is being used to create high-quality, photorealistic renders to generate marketing content and bring virtual experiences to life. In this session, senior director Anu Madhusudan will share how Target has built this capability in house and leveraged a global team to enable scale, fueling new ways in which guests can interact with content.

Speaker:
Anuradha Madhusudan, Senior Director, Marketing – Target

IV. OPTIMIZING THE IN-HOUSE/EXTERNAL AGENCY MIX (1:40 – 2:30PM)
Brands are increasingly working with both internal and external creative resources. This mix has the potential to be a powerful combination, but can also be confusing to the in-house team, the external agency, and the marketers who are engaging both. In this session, we will talk about the need for clarity around roles, collaboration, and processes and the key decisions that need to be made to position everyone for success.

Speaker:
Ed McFadden, President and Founder – McFadden Agency Consulting