The Strategic In-House Agency (Virtual Open Enrollment)

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

ANA industry insight reveals that one of the key challenges in being a strategic in-house agency is 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 stakeholder 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 each 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 that differs from the important role of project management in ensuring the successful execution of the project, and the importance of account management in driving stakeholder relationships and growth for the brand.

Target Audience
Growing in-house agencies and in-house agency personnel looking to re-define roles within the in-house agency. Project Managers and Account Managers that want to better understand how they can contribute to the overall success of the IHA.

Virtual Workshop Benefits
This workshop helps attendees increase marketing ROI by teaching:

  • How to incorporate strategic thinking into communication with business owners
  • How to better define roles and responsibilities between Account Managers and Project Managers


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.


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.