In-House Agency Committee Thought Leadership

PepsiCo discussed its in-house capabilities and the studio space that fuels its creativity during a session at a September 2024 ANA Joint In-House Agency/Production Management Committee meeting. Its 90-person team functions as an extension of PepsiCo’s 20-plus beverage brand teams, helping the brand innovate and elevate creativity and diverse perspectives.

Built from the ground up, Paco Toledo has created RedHouse, Revlon’s in-house creative agency, to manage the creative direction for a house of brands. In this discussion, Toledo shares more details on his successful journey.

Progressive explored how it built a team of 100 into a nimble brand partner managing an annual media spend of more than $1 billion completely in-house.

Lighthouse's agency growth was discussed by Christine Sabourin, VP of marketing services, and Ashley Eaton, director of agency and event management.

Prudential, the title sponsor of the Curtain Up Broadway Festival, supported the event with activations across print, digital, video, and experiential channels.

Matt Collins from MNTN explained why creative is such an essential performance driver for a successful connected TV campaign and how brands can fill their pipeline, even on a tight budget.

At the core of Herbalife's marketing capabilities sits 368 Creative, their multi-faceted creative services team. Nuno Duarte Silva laid the framework for this team and how it integrates with the entirety of 368 Creative and Herbalife's marketing strategy to deliver consistent on-brand messaging.

E&J Gallo Winery discussed its in-house team's work with CGI, and its journey from discovery through execution of complex production capabilities that have elevated the quality of its work and improved its overall production output.

Vision Service Plan’s Rob Kalmbach explained how in-house creative teams can maintain brand consistency across a house of brands, each with their own style guides and strategies.

Wink Creative, Intuit Mailchimp’s in-house agency, shared its team structure and case studies illustrating its delightful, absurdist work.

Ally shared its agile framework and journey for building its in-house agency.

L’Oreal discussed the structure of its in-house agency and shared case studies that demonstrate its benefits.

Boston Scientific shared how it improved its partner satisfaction, platform cost efficiencies, and time-to-market by in-housing some of its marketing.

Porsche Cars North America is here to remind us that in-house teams of all sizes have the potential to deliver inspiring creative. The luxury automaker's in-house creative lead shared how his dedicated staff set the standard for Porsche Cars North America's visual identity.

Boathouse's in-house specialist discussed strategies to optimize in-house teams and how those optimizations can lend themselves to a financial benefit for brands, especially those operating on reduced budgets.

Learn how adfellows has helped attract bright, young, diverse talent to Kellogg's in-house teams.

Cella gave an overview and deep dive into its latest creative industry report, shedding light on the issues in-house agencies are tackling.

Michelle Clark, senior director of creative at E&J Gallo Winery, discussed some of the core practices required to serve a plethora of brands and stakeholders, including flexible resourcing models, chargeback funding, collaboration with agencies, and the importance of account management.

T-Mobile and in-housing consulting partner Media.Monks explained how they created an in-housing strategy and executed a smooth transition through collaboration based on openness, flexibility, and an unparalleled focus on people.

Advocate Aurora Health ended a 13-year relationship with their agency of record and brought all creative in-house.