The Strategic In-House Agency (Half Day)

How an In-House Agency Drives Growth
(Half Day Workshop)

ANA industry insight reveals that the key challenge in being a strategic in-house agency is frequently confusion and overlap between the functions of project management and account management. To drive brand growth as an in-house agency, effective account management and collaboration with internal partners is key. Building your partner’s trust, communicating effectively, and establishing credibility by delivering quality work on strategy, on time, and on budget is the vital job of your Internal Account Management group. Ultimately, effective account management means all projects are aligned with brand marketing strategy and corporate business objectives. In this workshop we will explore the fundamental differences between account management and project management and why these roles are critical to successfully building trust and respect with internal partners.

You will understand the specific functions of the account manager vs. the project manager and you will gain insight into business challenges that may be solved by developing the account management function within your in-house agency. Attendees can expect to walk away from this session with a clear understanding of what it takes to be a successful account manager, how this differs from role of project management in ensuring the successful execution of the project, and the importance of account management in managing stakeholder relationships and driving growth for your brand.

Important note: For best outcomes, companies that bring this workshop in-house may be asked to reimburse for the travel costs of two presenters for this workshop. You will be notified well in advance if this is the case for you.

Who is this workshop for?

Growing in-house agencies and in-house agency personnel looking to re-define roles within the in-house agency. Business owners in the process of restructuring the agency to be a more strategic partner. Marketers wanting more out of the relationship with their in-house agency. 

Workshop Benefits

The benefits of attending this workshop fall under the following key drivers of growth: increasing marketing efficiencies, improving marketing effectiveness, improving employee alignment, and maximizing marketing ROI.

This workshop helps attendees increase marketing efficiency by teaching them:

  • The role of account management and how that drives internal agency success
  • Effective ways to communicate with business owners
  • Tips for how to develop strategic account management

This workshop helps attendees improve marketing effectiveness by teaching them:

  • How to effectively communicate the needs of the business owners to the creative team
  • Best practices for writing better creative briefs
  • The importance of Project Management for scheduling and budgeting

This workshop helps attendees improve employee alignment and collaboration by teaching them:

  • How to understand the difference between Account Managers and Project Managers
  • How to know when you need Account Managers 
  • Clearly defining the roles and responsibilities of Account Managers and Project Managers

This workshop helps attendees increase marketing ROI by teaching them:

  • How to incorporate strategic thinking into communication with business owners


Download the full agenda here



Andrea B. Ruskin

Strategic Consultant / Partner, Blum Consulting Partners, Inc.

Andrea is a Strategic Consultant and Partner at Blum Consulting Partners who works with marketers to implement marketing transformation and workflow that drives a more creative, effective, and strategic creative process. With over 25-year’s experience in advertising as an Executive Producer, Production Company Owner and former AICP National Vice Chairman, Andrea combines her production background with 11 years of brand consulting experience to create processes and working models that optimize the creative process. Andrea is also a member of the ANA Faculty and currently trains marketers on in-house agency optimization.


Build a Better Relationship with Your IHA

How to Optimize Your In House Agency

The Strategic In-House Agency


T. Alex Blum

Founding Partner, Blum Consulting Partners

Alex founded Blum Consulting Partners to support marketers with in-depth process analysis, process design, and production innovation. He has worked for the last ten years on enterprise level strategic initiatives for Fortune 500 clients. Alex has 30+ years’ experience in advertising and feature film production as a producer and award-winning production company owner, with an impressive resume of guest lectures, training, authoring, and speaking engagements.



Build a Better Relationship with Your IHA

How to Optimize Your In House Agency

The Strategic In-House Agency