In-House Agency, West Coast Chapter Committee

The In-House Agency, West Coast Chapter Committee is for client-side marketers that have or are looking to launch an in-house agency. While the external agency can be a crucial marketing partner, many client-side marketers look internally. An in-house agency can consist of full creative and/or media abilities, or focus on a particular tactic, 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 as a whole.

Committee Chair: 
Jessica Cipolla-Tario, Senior Vice President Advertising and Content - MGM Resorts International

ANA staff managing the In-House Agency, West Coast Chapter Committee are Greg Wright and Crystal Albanese.

 Discussion Topics

• Getting great creative
• In-house agencies (creative, media, social media, communications, etc.)
• Internal evaluations
• Measuring performance
• Creative/assignment briefs
• Managing integrated marketing communications programs
• Working with external agencies
• Video production
• Managing culture and staff
• Process excellence
• The cost/value equation
• Digital asset management

Leadership Initiatives

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 corporate 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.

The Rise of the In-House Agency
The penetration and influence of in-house agencies continues to grow. These increases are, in part, a reflection of the economic environment in which corporations have reduced budgets and are being challenged to do more with less. Also, the growth of digital/social/mobile and the need for quicker turnaround for those media has played a role in the increased penetration and responsibilities of in-house agencies. This white paper provides insights into the services that in-house agencies handle, the degree to which external agencies are displaced by in-house agencies, the advantages and disadvantages of in-house agencies, the internal costs to the company of employing in-house agencies, and more.