In-House Agency Committee, West Coast Chapter

The In-House Agency Committee, West Coast Chapter is for client-side marketers that manage the creative and/or operations of their in-house agency, including other in-house marketing work. Those interested in starting an in-house agency or learning more about in-house marketing also are welcome to participate.

While the external agency can be a crucial marketing partner, many client-side marketers look internally to meet their creative and advertising needs. Some in-house agencies are full-service inclusive of account and project management support. Other in-house agencies may only specialize on particular capabilities, such as social media, programmatic, or video production. This committee provides a forum for education, networking, and discussion that helps elevate individuals in their respective organizations, as well as advance the role in-house agencies play throughout the industry.

This committee helps program the ANA In-House Agency Conference, which will next be hosted May 14-16, 2024 at the Omni La Costa Resort & Spa in Carlsbad, Calif.

• Chair: Jessica Cipolla-Tario, VP of Global Creative Services, Sony Interactive Entertainment

Contact the ANA staff managing the In-House Agency Committee:

• Greg Wright, SVP
• Peter Kenigsberg, Director

Discussion Topics:

The ANA also offers these national and regional chapters of the In-House Agency Committee:

• In-House Agency Committee
• In-House Agency Committee, Midwest Chapter

The In-House Agency Committee, West Coast Chapter is open to all client-side marketer members.

Request to Join

Resources

• ANA In-House Excellence Awards
  In-house marketing and advertising has come a long way in the past few years. Gone are the days when in-house marketing teams were only tapped for quick and inexpensive work. Today, in-house teams lead creative and media strategy, produce broadcast-quality commercials, and drive business results for their brands, among many other capabilities. The ANA In-House Excellence Awards features multiple categories to showcase the most creative, strategic, and growth-driving marketing and advertising created by any type of in-house team dynamic.
  
  We are now accepting entries for the 2024 ANA In-House Excellence Awards! Submit your award-worthy work by February 9, 2024. Click here to learn more about this year's awards program.
• Presentations and recaps from the 2023 ANA In-House Agency Conference

Thought Leadership

• The Continued Rise of the In-House Agency (May 2023)
  This ANA study concludes that the number of marketers with in-house agencies has grown substantially and workloads for those agencies are increasing. In-house agencies provide a range of services, including strategy, creative for traditional media, creative for digital media, and media planning/buying. Services that have grown significantly in recent years are content marketing, creative strategy, data/marketing analytics, media strategy, programmatic media and social media.
• In-House Agency Fact Book (Updated January 2023)
  The ANA In-House Agency Fact Book is comprised of some of the best client-side marketer in-house agencies in the world. The ANA In-House Agency Fact Book highlights the structure, capabilities, and operations of in-house agencies at ANA client-side member companies. The fact book serves as a reference point for other in-house agencies and those looking to learn more or start their own in-house agency. Each fact sheet explores an in-house agency's capabilities, organizational chart (where provided), and other key data points.
• Managing In-House Agency Creative Content and Legal Concerns (July 2019)
  ANA partnered with the Boston Consulting Group and Reed Smith to understand the top concerns in-house agencies have for both creative content development and legal issues. This study identifies four primary issues in-house agencies have with creative content development: attracting top-tier in-house agency talent, keeping in-house agency talent energized, applying key marketing processes, and having healthy creative tension. Further, 16 legal issues were identified related to in-house agency work. This study also provides strategies to address the concerns.