In-House Agency Committee, West Coast Chapter

Open to Client-Side Marketer members only

The In-House Agency, West Coast Chapter Committee 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. If you are not located on the West Coast, you may be interested in either our Midwest Chapter or primary committee in New York.

This committee helps program the ANA In-House Agency Conference, next planned for June 12 - 14, 2023 in Orlando, FL.

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.

Committee Chair:

• Jessica Cipolla-Tario, Vice President, Global Creative Services – Sony Interactive Entertainment

ANA Staff: 

• Greg Wright, Vice President
• Peter Kenigsberg, Director

Resources:

• 2022 In-House Excellence Awards Winners
• Presentations and recaps from the 2022 ANA In-House Agency Conference
• Learn more about the 2023 ANA In-House Agency Conference

 Discussion Topics:

• Bringing services in-house
• Developing and retaining talent (e.g. training, performance evaluations, sourcing talent) 
• Digital asset and media management (e.g. rights management)
• Elements of a great creative/assignment brief
• Future of in-house agencies (where do we see our agencies going, how to prepare, forward looking/future state)
• Getting great creative from your in-house agency
• In-house agency management models (e.g. organization, capabilities, House of Brands vs Branded House, billing)
• In-house tools & technology
• Leveraging new marketing technology and channels
• Managing staff and culture (e.g. DEI, staffing models, fostering innovation)
• Measuring performance
• Operational process (e.g. scope of work, work prioritization, capacity)
• Partnering with external agencies
• Selling your in-house agency internally

Leadership Initiatives

The Continued Rise of the In-House Agency
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. (May 2023)

In-House Agency Fact Book
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. (Updated January 2023)

Managing In-House Agency Creative Content and Legal Concerns
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. (July 2019)