In-House Agency, West Coast Chapter
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NETWORKING BREAKFAST (9:00 – 9:45AM)
INTRODUCTIONS (9:45 – 10:00AM)
I. FIRESTARTER DISCUSSION: IN-HOUSE AGENCY BILLING METHODS (10:00 – 10:30AM)
One of the benefits of ANA Committees is the ability to share and learn from fellow marketers in a "closed door" environment and to leverage and share knowledge and insights with marketing peers. Often times, many marketers have similar challenges. In this firestarter discussion, we’ll dive into billing methods for in-house agencies. Come with your questions and ready to share your experience with the various billing methods.
Facilitators:
Jessica Cipolla-Tario, Senior Vice President Advertising and Content - MGM Resorts International and ANA West Coast In-House Agency Committee Chair
Greg Wright, Senior Director – Association of National Advertisers
II. BOEING: IN-HOUSE AGENCY OF THE SKIES (10:30 – 11:15AM)
In-house agencies come in many different shapes and sizes. In this session, we’ll take a deep dive into Boeing’s in-house agency and understand more about how an in-house agency operates in the B2B and B2G (business-to-government) space. Wayne will also share details around the big transformation they went through a couple years ago and some tactical suggestions on how to carry forward momentum and continuously improve.
Speaker:
Wayne Barringer, Director, Creative Services - The Boeing Company
III. T-MOBILE: GETTING GREAT CREATIVE (11:30 – 12:15PM)
We all know that today’s media landscape demands constant and immediate brand relevancy. Customers judge us at the speed of a thumb flick, so our work better be sensational. What started as a way to get more content, faster, and for less money, has evolved to a necessity in order to keep up creatively. In the T-Mobile Studio, we demand great creative as well as great execution. It’s our responsibility to bring the brand to life across stories, narratives, experiences, and (of course) offers. Every week we push the boundaries of what it means to in-house creatively.
Speakers:
Lisa Gildehaus, Executive Producer | Content Studio – T-Mobile
Chris Noble, Managing Director – T-Mobile
LUNCH (12:15 – 1:00PM)
IV. MICROSOFT: TALENT DEVELOPMENT FOR IN-HOUSE AGENCIES (1:00 – 1:45PM)
When it comes to in-house agencies there are ALWAYS questions on process, efficiency, billing, and operations. But what about the true subject matter that will drive in-house agency innovation, which is talent? In this session we'll go through three pattern areas important beyond Photoshop, Adobe Premiere, and copywriting skills and why in-house agencies should look for these similar skills in hiring with the external agencies they still need to thrive and prosper.
Speaker:
Geoffrey Colon, Head of Microsoft Advertising Brand Studio - Microsoft
V. MANAGING IN-HOUSE AGENCY CREATIVE CONTENT AND LEGAL CONCERNS (1:45 – 2:30PM)
The 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. Most importantly, this study also provides strategies to address the concerns.
Speaker:
Greg Wright, Senior Director – Association of National Advertisers
VI. 787 DREAMLINER INTERIOR MOCKUPS TOUR