The Strategic In-House Agency

This event is sold out

Seats are limited and confirmation of attendance will be required in advance of the session.

To be added to the waitlist for this session, please send an email to zmorse@ana.net with your name, email and phone number. 

 

The Strategic In-House Agency

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 crucial. 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, the pros and cons of each, 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 the 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.

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. 

Download the full benefits here


  • Setting the stage (15 min)
  • Introduction (10 min)
  • Pros and Cons of Account Managers vs Project Managers (45 min)
  • Case Study: Beware of Hybrid Roles (30 min)
  • Break (15 min)
  • Creative Exercise: Understanding Roles and Responsibilities (30 min)
  • How Account Management Drives Internal Agency Growth (45 min)
  • Creative Exercise: How to Develop a Creative Brief (30 min)
  • Closing (15 min)



when

Start: Thursday, September 26, 2019 at 9:00am

End: Thursday, September 26, 2019 at 1:00pm

WHERE

Association of National Advertisers
155 East 44th Street (entrance on 44th Street)
8th Floor
New York, NY 10017

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Individual Nonmember
Registration
The Strategic In-House Agency Client-Side Tier $0 Platinum Tier $0 Gold Tier $299 Silver Tier $399 Individual $599 Nonmember N/A

Instructors

trainer

Andrea B. Ruskin

Strategic Partner / Principal, Blum Consulting Partners

Andrea is a Strategic Consultant and Partner at Blum Consulting Partners who works with marketers to implement workflow that drives a more creative, effective, and strategic process.  With over 25-years experience in advertising as an Executive Producer, Production Company Owner and former AICP National Vice Chairman, Andrea combines her production background with 10 years of consulting experience to create processes and working models that optimize the creative process.