In-House Agency, Midwest Chapter

PLEASE NOTE, THIS MEETING WILL BE HELD IN-PERSON ONLY

All attendees will be required to sign UL’s Non-Disclosure Agreement upon arrival. You may sign this form virtually and submit to mrojas@ana.net or fill it out when you arrive.

I. NETWORKING BREAKFAST (9:00 – 9:30AM CT)

II. WELCOME AND INTRODUCTIONS (9:30 – 9:45AM CT)

III. MEMBER ROUNDTABLE DISCUSSION: GETTING GREAT CREATIVE FROM IN-HOUSE TEAMS
(9:45 – 10:25AM CT)
According to a recent survey of In-House Agency Committee members, getting great creative from in-house teams remains one of the most pressing issues. From bandwidth to budget, there are several factors that impact an in-house team’s ability to execute on their vision. Engage your fellow committee members in open discussion around evolving issues and current challenges in creative. Come prepared to share! This is your opportunity to ask questions!

Moderator:
Mandy Janicki, Senior Manager, Creative Studio – UL Solutions and In-House Agency Committee, Midwest Chapter Chair

IV. ROCKET CENTRAL: WINNING THE SUPER BOWL (10:25 – 11:00AM CT)
For two years running, Rocket Mortgage has tapped the power of influencers to produce Super Bowl spots that have earned consecutive #1 rankings atop the coveted USA Today Ad Meter. From pitch to production, the in-house agency plays a vital role amplifying the campaign across assorted media and platforms, extending the concept far beyond game day. In this behind-the-scenes look, CMO Casey Hurbis reveals the realities the in-house agency faced preparing for Super Bowl Sunday, the importance of creative and celebrity partnerships, and how the work came to life on and off the field.

Speaker:
Casey Hurbis, CMO – Rocket Central

V. BREAK (11:00AM – 11:10AM CT)

VI. HALLMARK: DEVELOPING A CONSISTENT BRAND STRATEGY (11:10 – 11:45AM CT)
With its diverse business and product portfolio, find out how Hallmark Cards Global business developed a brand content strategy that helps inform everything from product development to all marketing initiatives.  Jenny Lee, Senior Director of Hallmark’s internal agency Content & Marketing Studio (CMS) will share how this process has simplified work processes while driving consistency and efficiencies across the organization. 

Speaker:
Jenny Lee, Director, Creative Marketing Studio & Brand Marketing – Hallmark

VII. UL SOLUTIONS: OUR CENTRALIZED APPROACH AND WINNING STRATEGY FOR TRANSLATIONS (11:45AM – 12:20PM ET)
Do you use multiple vendors for translations? Are you not getting the quality you want out of your translations companies? Many Janicki, senior manager of UL Solutions’ Creative Studio, will share how UL not only centralized their translations approach but also increase the quality.

Speaker:
Mandy Janicki, Senior Manager, Creative Studio – UL Solutions and In-House Agency Committee, Midwest Chapter Chair

VIII. LUNCH (12:20 – 1:20PM CT)

IX. BOSTON SCIENTIFIC: HOW TO MEASURE THE VALUE OF IN-HOUSE RESOURCES TO YOUR ORGANIZATION (BEYOND TIME-TO-MARKET DELIVERY)(1:20 – 1:55PM CT)
In-House resourcing continues to rise but how do you continue to prove value after the foundation has been set? Boston Scientific’s Britt Wacholz, senior paid media strategist, and Becky Bulebosh, senior digital consumer experience manager, will present the importance of measuring Return on Ad Spend (ROAS) and its effect on resourcing, project prioritization and most importantly, revenue attribution.

Speakers:
Becky Bulebosh, Senior Digital Consumer Experience Manager – Boston Scientific
Brittney Wacholz, Senior Paid Media Strategist – Boston Scientific

X. MERCURY MARINE: AN IN-HOUSE TEAM OVERVIEW (1:55 – 2:30PM CT)
Several years ago, Mercury Marine set out to reposition its brand for a greater emotional connection with consumers. At the same time, the marketing group embarked on its own journey to increase its impact on the business, establishing and building an in-house agency that can enable the on-going vitality of the brand. In this session, Gary Lancina will walk us through the evolution of his team and how Mercury has benefited from in-house solutions. 

Speaker:
Gary Lancina, Senior Director, Global Brand & Influencer Marketing Strategy – Mercury Marine

XI. UL SOLUTIONS STUDIO TOUR (2:30 – 3:30PM CT)
Join us for an exclusive tour of UL Solutions‘ Creative Studio.