In-House Agency Day, Hosted by Synchrony Financial

WELCOME REMARKS

Peter Kenigsberg

Senior Director, Brand & Media ANA

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. 

Stephanie McCarty

Chief Marketing and Communications Officer Taylor Morrison

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. Hear from Window Seat’s leader, Maya Dukes, on this refreshing workflow strategy. 

Maya Dukes

Managing Director, Global Brand Strategy, Creative & Social Media Delta Airlines

IN-HOUSE CREATIVE AND PERFORMANCE MARKETING AT SYNCHRONY FINANCIAL

Our conference hosts, Synchrony Financial, leverage the expertise of their in-house teams for both creative and performance marketing needs. From creative strategy to corporate communications, media services, measurement, and reporting, Synchrony's in-house agencies combine their talents to build growth-driving campaigns that put the customer at the center of the conversation.

Cathy Ihler

Senior Vice President, Goldmind Creative Synchrony Financial

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. 

Javier Bustillos

Vice President, Integrated Media and Brand Analytics Georgia-Pacific

FROM THE OUTSIDE LOOKING IN, AND THE INSIDE LOOKING OUT: LESSONS ON DEMONSTRATING IN-HOUSE AGENCY VALUE

In-housing is more than just a trend; it's a strategic choice that can deliver significant benefits for marketing organizations. But how do you communicate the value of your in-house agency to those who may not understand or appreciate it? Gentry Edwards, director of digital and marketing evolution at Optum, shares his insights from working on both sides of the fence: as a leader of in-house creative teams at Ernst & Young and Lockheed Martin, and as a marketing leader collaborating with Optum’s in-house team. He will reveal the common pitfalls and misconceptions of in-housing, methods for measuring and articulating value, and the essential competencies and mindsets that in-house agencies need to thrive. 

Gentry Edwards

Director of Digital and Marketing Evolution Optum

#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. 

Mary Kate Wilson

Executive Director, Content and Creative CARE USA

CLOSING REMARKS

Peter Kenigsberg

Senior Director, Brand & Media ANA