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BTC 5 Presentations

Wednesday, Oct. 25
8:00 am Registration, Networking, Breakfast

8:20 am Welcome

Cella has identified 4 critical areas that distinguish high-performing strategic in-house agencies from their more transactional tactical peers. This concise session will serve as a primer on where you may want to focus your efforts to position your team as a center of excellence rather than an order taker within your organization.

In-house creative teams have evolved and put in place talented teams, strong operational infrastructure and effective metrics that now form a strong foundation for a functional team…but that is not enough to ensure a successful business in today’s hyper-competitive, hyper-evolving business environment. Internal creative groups must now become not only nimble with the ability to adapt and pivot quickly to meet their companies’ shifting priorities and creative needs, they must also continuously improve and become better at executing on their mission and vision. Creating a powerful culture that supports these goals is now essential to you and your teams’ success.

Key topics include:

  • The importance of culture—a larger context
  • Attributes unique to a successful in-house creative team culture
  • Tactics for shifting/enhancing current culture and creating a culture of continuous improvement
  • Tactics for creating a new culture that powerfully integrates an in-house team into its host organization (the third culture paradigm)
  • Tactics for sustaining a successful culture

10:45 am Break

Service Level Agreements (SLAs) and Operational Level Agreements (OLAs) are 2 of the most powerful yet underutilized tools available to in-house teams struggling with managing client expectations and breakdowns in operational efficiencies among their multidisciplinary teams. We’ll cover the critical components of SLAs and OLAs and the nuances of how and when to use them to maximum effect. When you put them in place, you’ll wonder how your team ever functioned without them.

This facilitated discussion seeks to reframe our biggest challenges as opportunities for ourselves, our teams and our companies to not just solve problems, but actually improve our businesses. This is a real-world scenario exercise that may take you out of your comfort zone when it comes to looking good, but the payoff in gaining insights from your peers is well worth the risk.

12:45 pm Lunch

>>Emily Cohen

Is your workload constantly increasing and piling high with deadlines and obligations? Do you often take on more than you can chew? The art of pushing back, saying no and being honest with your professional relationships are critical skill sets that many creatives lack. Learn how to identify opportunities to push back and say no more effectively, without damaging relationships or your business. Emily explains the who, when, where, why and how of saying no to clients, staff and projects.

2:45 pm Break

In Zen, concepts are often defined by describing what they are not. In this slightly (well maybe more than slightly) snarky and insightful presentation, good leadership practices will be articulated by showcasing their dark alter egos.

>>Jackie Schaffer, Emily Cohen, Patrice Marturana, Andy Epstein

Cella’s expert panel on all things in-house will take questions from the group.

5:00 pm Cocktail Reception

Thursday, Oct. 26
8:30 am Networking, Breakfast

In the beginning, there was the team mission, vision and value proposition. Um, well maybe not, but you better get it together and create them if you and your team want to get and maintain not just a seat at the table but a thumbs up from senior management when your group’s relevance is on the table. These three statements of purpose form the core of your team and influence its behaviors, dictate your image within your organization and are the cornerstone of employee engagement.

Topics covered in this hands-on workshop include:

  • The what, how, who and why of creating a Mission, Vision and Value Proposition
  • How to leverage these statements to drive positive behaviors, practices and employee engagement
  • Positioning your team and establishing your relevance within your organization with these statements as your “true north” guide

10:30 am Break

Project management tools are sooo 2010. Now that we’re well into the second decade of the new millennium there’s a host of technology challenges—and yes opportunities—for us to get our heads around. Some of the new (and refined older) tools creative teams can and are being mandated to leverage include DAM (both internal and for enterprise-wide use), content management, project management, CRM, variable printing, ecommerce site customization, email marketing, social media management, version control and analytics solutions. Just to add to the complexity, many organizations need these tools to play nice with each other and want their creative teams more integrated into the marketing and strategic creative development process and these supporting tools.

Sam Petersen will discuss this topic and provide some clarity around the critical issue of creative and marketing technologies and how they can and are impacting your business.

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12:00 pm

Real people, real clients, real challenges, real success – real interesting.

Hearing a presentation from some guy from procurement may not be in your professional development bucket list, but it should be. It’s been documented that procurement is taking an ever-increasing role in how our organizations secure creative services. From external agencies to off- and on-shoring, from in-house to managed services, these folks hold your very existence in the palms of their hands.

Our expert guest presenter James O’Brien has worked on the external vendor side, the in-house side and now, the procurement side (otherwise known as the Dark Side). He’s agreed to walk into the lion’s den to share insights on what drives procurement’s decisions when determining where marketing budgets will be spent and will answer any and all questions about how procurement determines the creative services winners and losers.

3:00 pm End of Day