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Tuesday, October 1, 2024
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9:00am - 9:45am
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NETWORKING BREAKFAST
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9:45am - 10:00am
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10:00am - 10:35am
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CMO KEYNOTE PRESENTATION
Stephanie McCarty is a strong advocate for in-house marketing. After years of outsourcing nearly all marketing services, Stephanie decided to build an internal team that offered more transparency into the creative process, greater collaboration from the start of a new product launch, and a heightened sense of camaraderie and shared purpose that could be felt across the marketing organization. From in-house leaders seeking ways to demonstrate value to leadership, to marketing executives exploring in-housing for the first time, Stephanie’s experiences and lessons learned will help you see the benefits of in-house agencies.
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Stephanie McCarty
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Chief Marketing and Communications Officer
Taylor Morrison
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10:35am - 11:10am
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THE POWER OF REFILLING YOUR CUP: GETTING THE BEST, NOT THE MOST, FROM YOUR IN-HOUSE CREATIVE TEAM
A common challenge of in-house agencies is the desire to provide full-service capabilities to their companies without the bandwidth to support everyone’s marketing needs equally. At Window Seat, Delta Airlines’ award-winning in-house agency, creative quality takes priority over deliverable quantity.
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Justin Hancock
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Sr Manager, Social Content
Delta Air Lines
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11:10am - 11:30am
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COFFEE BREAK
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11:30am - 12:05pm
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EVOLVING THE IN-HOUSE PARTNERSHIP: PERFORMANCE MARKETING, MARCOM, AND CREATIVE
As ANA’s recent research in The Continued Rise of the In-House Agency notes, the in-house agency model is here to stay—and growing. Join Synchrony’s Lauri Vela, SVP, Demand Generation Marketing, and Cathy Ihler, SVP of Goldmind, Synchrony’s in-house creative agency, as they discuss their journey bringing digital capabilities in house, and how their teams continue to evolve their partnership to navigate silos and leverage the transformative capabilities of AI to optimize performance and generate better results for their organization.
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Tommy Lynn
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VP, Executive Creative Director
Synchrony Financial
Jeff Brosseau
SVP Marketing Strategy and Operations
Synchrony Financial
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12:05pm - 1:05pm
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NETWORKING LUNCH
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1:05pm - 1:40pm
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IN-HOUSING MEDIA WHILE KEEPING A STRATEGIC RELATIONSHIP WITH YOUR MEDIA AGENCY
Explore the complexities and challenges of in-housing media operations, and the benefits an advertiser can get from it while maintaining a strategic partnership with the media agency. Learn how to develop a mutually beneficial partnership balancing internal capabilities with external expertise to optimize performance, drive transformation, and achieve your marketing goals. Discover how this approach can lead to efficiencies while also improving the effectiveness of your media plans via better collaboration and integrated planning.
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Javier Bustillos
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Vice President, Integrated Media and Brand Analytics
Georgia-Pacific
Kelly Metz
Chief Investment Officer
OMD
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1:40pm - 2:15pm
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#WOMENKNOWHOW: HOW IN-HOUSE AGENCIES CAN AUTHENTICALLY PORTRAY WOMEN IN ADVERTISING
CARE invests in International Women’s Day as their annual tentpole marketing opportunity to raise funds, develop new corporate partnerships, engage celebrities and bring their brand to new audiences. As an organization with a focus on women and girls, CARE know that in the face of the world’s biggest challenges – including poverty, pandemics, climate change and hunger – women have the solutions. In 2023, CARE built off this insight with its #WomenKnowHow Campaign, utilizing its in-house marketing department to build a 360 campaign, creating a flagship video, social media and celebrity engagement strategy, backed by corporate partner support to leverage national impact that reached millions of people. The result was the In-House GEM (Gender Equality Measure) Category Grand Prize Winner in the 2024 ANA In-House Excellence Awards.
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Simon Duncan-Watt
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Director of Creative and Campaigns
CARE USA
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2:15pm - 2:20pm
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