2024 Agenda

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08:30 - 09:20

Arrival and registration

Networking Break

09:20 - 09:30

Chair’s opening remarks


09:30 - 09:50

Opening Keynote Presentation: The People story behind “Should’ve Gone To Specsavers”


In this opening presentation you will hear from Specsavers’ Managing Director Nicola Wardell who has led the evolution of Specsavers Creative Department, into a full service in-house agency, with creativity and customer experience at the heart of its offering. Nicola will share their great talent story, including a talk on:

  • The importance of re-framing leadership in-house
  • How to build a culture that embraces legacy and newness
  • Why ‘bringing the outside in’ should always be at the top of your to do list
  • Building future capabilities within a low churn organisation
  • Leaving a legacy. Building for the next generation of Specsavers

09:50 - 10:30

Panel debate: In-housing with a true business impact - embracing creative agility in the new media age

Panel Discussion

  • The rise of in-housing - debating latest industry trends such as changing consumer behaviours and the proliferation of touchpoints and their impact on how brands operate
  • Beyond cost savings – discussing the real benefits and value that in-housing can bring to the business. Measuring the financial value of your work and what performance metrics to use to have a better impact further upstream and across the business
  • Working with the senior leadership and improving your stakeholder communication to build a future-proofed in-house agency
  • How do you demonstrate your ability to understand the business – from receiving briefs to writing your own briefs
  • Collaborating with external agencies – how to build them into your ways of working to streamline innovation and bring new capabilities

10:30 - 10:50

Presentation: Building a successful full-service in-house agency – lessons learned


Thomas Heilskov will talk about Arla Foods’ journey to building an in-house agency from scratch. He will share the approach taken to setting up the agency and growing it from 8 people to 150 with hubs in several markets. In this session you will find out about:

  • Becoming an agency of choice for all Arla brands - creating an in-house agency model and new ways of working fit for building brands in a digital world
  • The Barn’s journey and key drivers for growth - integrating creativity and media to overcome silos and create efficiencies. How to deliver on key components comparable to external agencies?
  • Operating globally with successful local execution – top tips
  • Setting up the agency and determining what to copy from external agency design and ways of working – applying the startup mindset and recruiting the right agency talent

10:50 - 11:20

Morning networking break

Networking Break

11:20 - 12:10

Panel debate: Championing creativity – how to spark innovation and embrace the power of creativity to drive transformation and growth

Panel Discussion

  • Unlocking the full potential of creativity - bringing imagination and originality to encourage business driven ideas
  • Focus on innovation and brand growth via creativity – creating conditions for creativity to thrive
  • Achieving creative excellence – why quality, efficiency and effectiveness matter? How do you successfully drive strategy and creative from in-house
  • The art of being a creative leader – discover the rules of creative leadership and how do you build creative capability in-house
  • Exploring successful tactics to unleash new and unexpected opportunities - what are the proven ways to streamline creative insight

12:10 - 12:30

Presentation: The in-house brand advantage


In-house agencies have a lot to deal with internally and externally. They can be considered by their colleagues as a cheap or inferior option to external agencies who have traditionally led brands through strategy and big production.

As in-house agencies become more prolific, their work needs to follow suit and the best work needs to move the dial for brand. Mat O’Brien, ECD of Three will share how he helped forge their in-house agencies approach through the lens of the brand strategy unlocking great work and a unique hybrid agency model where the in-house agency sits firmly at the top table.

12:30 - 13:00

Panel debate: Focus on operations – developing best-in-class operational models to deliver breakthrough results

Panel Discussion

  • Improving the workflows of creative ops – implementing best practice to excel in creative production and to ensure that your team is working as efficiently as possible
  • On the road to maximising resources - bringing structure, process, and metrics to the creative workflow to optimise timeliness, capacity, and costs
  • Debating which ways of working can boost your team’s creative output – winning strategies to enhance productivity and culture
  • Technology as an enabler - discover the transformative impact of AI enabled technology on creative operations and how it can empower marketers to deliver high-quality content
  • Forecasting and reporting best practice – from spend optimisation and reduced production time to resource allocation
  • Promoting diversity and gender equality in the creative industries – how to diversify your workforce to achieve operational excellence

13:00 - 14:15


Networking Break

13:10 - 14:10

Workshop: Brands. A masterclass for everyone from beginners to experts


A refreshingly jargon free and fun interactive masterclass from an expert practitioner and author of The Brand Book. Lots to learn and opportunity for a rich Q&A .

  • Reawaken your brand understanding - for everyone, whatever your level or role
  • How understanding the why and the what of brands can enrich your role and unlock creativity
  • Why brands matter. How you figure them out or shuzh them up. How you build them across all customer touch points

14:15 - 14:35

Fireside chat: The role of generative AI in media buying and planning

Fireside Chat

Ravi is a strategic marketer with a broad knowledge of cross channel marketing and he is responsible for all in-house digital media planning and buying at Reckitt. In this interactive session he will talk about how they work with partners to build some bespoke AI models to improve effectiveness and efficiency of their work.

  • Debating the benefits of AI in the world of media – from campaign optimisation and data mining to better forecasting
  • Practical examples of how AI tools can increase your team’s efficiency by reducing the time-consuming and repetitive tasks involved in buying and planning and helping to focus on strategic objectives
  • How to develop and optimise media plans based on budget and goals – automating processes across multiple media channels
  • Identifying emerging trends in audience behaviour and media consumption and tracking the performance of campaigns
  • Taking a step further with AI - making deeper connections and generating new content and information based on existing data

14:35 - 14:55

Case study: From an in-house studio into an award-winning creative team – transformation journey

Case Study

Helen is a multi-disciplinary Creative Director with over 20 years’ experience working in top London agencies across print, TV, social and experiential. Most recently, she has set-up an industry leading, in-house creative agency for Shelter. In this session she will talk about their journey to being named “best in-house team”. 

  • The power of goal based briefs and changing your in-house team’s perception by the business
  • How do you prove the value of your in-house team?
  • Focus on creativity – how do you free up more time to be creative? Discover which processes are worth investing in
  • Embracing the journey of constant evolution – how do you build the right mindset to grow and adapt?

14:55 - 15:25

Panel debate: Discovering the value of bringing creative, media and digital capabilities in-house – lessons learned

Panel Discussion

  • Beyond the search for more control and speed – why do brands decide to in-house?
  • From getting started with in-housing to the evolution of an existing in-house agency – key steps to consider. Winning in-house models - debating the key success factors that set in-house agencies apart
  • Tailoring your in-housing model structure to the business needs – deciding what to bring in-house – from creative and digital to media buying
  • The AI revolution – what does it mean to in-housing? Embracing technology to improve efficiency, free up resources and make smart data-driven marketing decisions in-house
  • Raising the profile of your team internally and bringing that external mentality and agency mindset into the in-house team. Top tips to a successful key business stakeholder management

15:25 - 15:55

Afternoon networking break

Networking Break

15:55 - 16:15

Case study: What triggers audiences to perform the action – the power of creative testing

Case Study

There is not a piece of creative, the King’s team delivers, that isn't tested. Hear how King, the makers of the world’s biggest mobile game – Candy Crush, use creative testing to improve the effectiveness of their campaigns and streamline creative processes. In this session you will:

  • Discover the true benefit of being in-house and hear about the lessons learned from King’s creative testing
  • Find out how to validate a creative hypothesis and successfully optimise campaigns before they go live
  • Learn about other benefits of in-housing and understand how to better manage a high volume of assets to deliver a better ROI for your business
  • Hear about the usage of customised GenAI tools that can improve efficiencies and operational excellence

16:15 - 16:35

Case study: ALL IN

Case Study

Ivan is the Chief Creative Officer for what3words – the global address system that has given every 3 meter square on the planet a unique address of 3 random words. He will share his perspective on creative business culture, the realities of in-house, and why every organisation needs a creative champion.

  • No surprises: Lessons learned on the journey from agency to in-house
  • Ready Fire Aim: Principles of how we build the brand in our own unique way
  • Make new mistakes: The business impact of creativity

16:35 - 16:55

Presentation: From play to purpose: How the LEGO agency team connects with Kids, Culture and Creativity


Emma leads LEGO Group’s in-house agency for EMEA. The LEGO Agency is the LEGO Group’s internal integrated Advertising & Design agency which develops all LEGO-branded content including product packaging, TV advertising, online content, in-store campaigns to the LEGO Life app – communication that helps engage millions of children in physical and digital play. In this presentation, Emma will talk about her role in creating an environment where creativity can thrive. You will hear about:

  • LEGO’s unique points of difference as an in-house team - a superior understanding of kid, love of the brand and how they feel a huge sense of responsibility to be stewards of this incredible brand
  • Lessons learned from a recent campaign, how as an in-house team they can leverage the vast LEGO ecosystem, with cross-company collaboration and agility to bring to life a project across channels to delight their fans and reach new ones
  • Building and nurturing playful teams - viewing the workplace as a playground for the creative and the curious. Attracting talent and cultivating a creative inclusive and diverse culture

16:55 - 17:00

Chair’s closing remarks