In-House Agency
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NETWORKING BREAKFAST (9:00 – 9:45AM)
INTRODUCTIONS (9:45 – 10:00AM)
I. FIRESTARTER SESSION: AGILE MARKETING IN AN IN-HOUSE ENVIRONMENT (10:00 – 11:00AM)
In this session, Andrea Fryrear, President of Agile Sherpas and Audrea Laffely, Director of Integrated Production at John Hancock will share an overview of agile marketing, how it works at an in-house agency, best practices and a case study of it in practice. We will then open up the floor to discussion on the topic. Members can share their experiences and ask questions of each other to learn how best to implement agile marketing.
Facilitator:
Audrea Laffely, Director of Integrated Production - John Hancock Financial Services, Inc.
Andrea Fryrear, President - Agile Sherpas
II. GETTING GREAT CREATIVE FROM AN IN-HOUSE AND EXTERNAL AGENCY PARTNERSHIP (11:15AM – 12:15PM)
Working with both their in-house agency and external agencies, University of Maryland University College launched a successful re-branding campaign. They also launched a new campaign to expand their market share. Hear how University of Maryland University College worked with their in-house agency and external agencies to get great creative and maximize penetration.
Speaker:
Cathy Leaning, Associate VP, Brand Marketing Communications - University of Maryland University College
LUNCH (12:15 – 1:00PM)
III. AVOIDING PITFALLS WHEN BRINGING PROGRAMMATIC IN-HOUSE (1:00 – 2:00PM)
Bringing advertising and marketing services in-house is the "all the rage" these days. But it's not right for every brand and not every capability is best suited for in-house. In this session, Charles Cantu will share best practices and what to look out for when you think you're ready to bring programmatic buying and management in-house.
Speaker:
Charles Cantu, Founder – Reset Digital
IV. ROUNDTBALE DISCUSSION: IN-HOUSE AGENCY RESOURCES (2:00 – 2:30PM)
What resources does your in-house agency need to operate? What can the ANA provide to our in-house agency members to help them succeed? In this discussion, we'll ask for your candid feedback on what resources we can provide, what is helpful for you and the in-house community overall.
Facilitators:
Charissa Messer, SVP, Strategic Marketing Executive – Bank of America
Jack Teuber, Creative Leader - PwC
Greg Wright, Senior Director - ANA