Sessions & Speakers
We’re All Mad Here—Leading Creative Culture
The in-house agency is the heartbeat of any company’s creative culture—but it’s not solely up to the “creatives” to build it. By assembling a team with a diverse group of creative-culture leaders across all disciplines, the results speak for themselves. In this session, creative and production leads from Taco Bell Design serve up some true-to-life examples of how TBD (Taco Bell Design for long) fosters inclusive and collaborative creativity amongst all of its members to lead and inspire the company’s brand culture far beyond the agency walls.
Kelli-Rae Coughlin, Creative Services Director, Taco Bell
Kelli-Rae leads the creative services team at Taco Bell Design (TBD), the in-house creative-design agency built to bring the brand to life across digital, in restaurant and beyond. Her role focuses on bridging strategic communication between Taco Bell’s marketing leaders and in-house creative talent. Spearheading process improvements, championing creative culture and grabbing the occasional microphone to belt out a song are also among Kelli-Rae’s passions.
Robert Fisher, Senior Production Artist, Taco Bell
Robert is a master at production design. With his hands on almost all of Taco Bell Design’s creative output, he has quickly established himself as the leader of TBD’s creative-culture team. Robert also founded Taco Bell’s first Employee Resource Group (ERG) championing LGBTQ+ partnerships and education, among his many other culture-leading contributions.
The Intersection of Data and Design
When you think about data, analytics and insights, the word “creativity” may not instinctively come to mind. Yet, some of the most innovative ideas and creative campaigns were born from discernment gleaned by getting closer to and smarter about the end consumer. This session affords a deeper understanding of the benefits that come from pairing the insights function and creative function within corporate marketing. It also explores the inherent complement (and contrast) between the two, with examples of how embracing the empirical can inform and encourage creative breakthroughs at multiple points in the project process.
Ananta Engineer, Senior Director, Insights & Planning, Post Consumer Brands
Ananta’s expertise lies in market research, consumer insights, marketing strategy and integrated planning. At Post Consumer Brands, she oversees the consumer/shopper insights and analytics team, guiding cross-functional workgroups to uncover and better understand opportunities to engage consumers in meaningful ways along their path to purchase. Prior to Post, Ananta was employed by the Kellogg Company for over a decade, where she led consumer and shopper insight teams for many well-loved brands including Eggo, MorningStar Farms, Pop Tarts, Rice Krispies and Frosted Mini-Wheats. Before Kellogg’s, Ananta held a number of positions leading market research focusing on healthcare to guide better patient experiences.
Where Agility Meets Creativity
As part of a youth-culture brand, the content team at Foot Locker is required to be faster and nimbler than most—with their finger on the pulse of what’s current when it comes to creative innovation and culture. Maintaining that pace takes stamina; it also takes dedication to the four A’s: Authenticity, Agility, Artistry and Always On. While Foot Locker is their focus, as part of a matrixed organization, this in-house agency also partners with the company’s other store brands—emerging as a leader by producing best-in-class work. Fast paced and forward thinking is the name of the game for this fleet-footed team, with case studies that substantiate their dexterity and creative prowess.
Francine Feder, VP, Marketing Communications, North America, Foot Locker
Francine oversees all advertising, content creation, paid media, social media, public relations, event marketing and visual experiences for Foot Locker, Kids Foot Locker, Lady Foot Locker, Footaction, Champs Sports and Eastbay. And, for the past 24 years, she has held multiple marketing positions within the company. She has also negotiated multiple endorsement contracts for Foot Locker, leading the integrated marketing team responsible for numerous award-winning campaigns featuring athletes and celebrities. Francine currently resides in NYC and is an avid traveler, wine, food and workout enthusiast.
Creative Feedback: Punching Through the Anxiety
For most creative teams, nothing stirs anxiety more than the dreaded feedback loop. Presentations that sink into tactical conversations, with resulting requests that compromise the creative strategy as well as the end product. In this session, we hear about some key principles that can help you feel more empowered (and less apprehensive) the next time feedback comes knocking—saving you from those gut-wrenching experiences while preserving your productivity.
Gaemer Gutierrez, Head of Creative, Living Proof, Inc.
Gaemer has championed brand storytelling and innovation across a range of categories in beauty, food and beverage, healthcare, and wellness to impact a number of high-profile brands like CVS Health, Dolce & Gabbana, Estée Lauder, Gap, Gillette, Staples, Valentino and, most recently, Living Proof. Gaemer also provided the creative vision for celebrities including Andre Agassi, Salma Hayek and Tommy Hilfiger to create their own namesake beauty brands. Gaemer has won numerous design awards and has been nationally recognized as one of the 50 Outstanding Asian Americans in Business. He is also the host of Invisible Culture, a podcast that uncovers the hidden stories of assorted people and personalities.
Thinking Beyond the System
How many times have we heard the cliché: “think outside the box”? And yet, how many times has true creative potential been mired in conventional expectations of staying within the guidelines? From a creative’s perspective, it’s hard to know whether the earth is flat or not if no one has ever been to the edge to see it for themselves. This session challenges conventional thinking around what constitutes creative success and failure, and how we might refocus our energy from enforcing guidelines to truly inspiring teams to reach further and further.
Roger Hyde, SVP, Advertising and Creative Services, AT&T
When Roger joined DIRECTV (now AT&T), he transformed Creative Services into a full-service agency—producing sports, entertainment, revenue and retention campaigns for the nation’s premier satellite provider while developing and executing a competitive brand strategy. He later added the in-house print group to produce multimedia advertising, bolstering subscriber acquisition. For eight years, Roger held a board seat with PromaxBDA, chairing their awards committee. He is an active member of the Academy of Television Arts & Sciences as well as IHAF, with his team named IHAF’s 2017 In-House Agency of the Year. His cumulative body of work has been showcased internationally, garnering over 250 awards.
Creative Thinking—Why Not You?
Don Lane is a fan of great ideas. He’s also someone who believes that you don’t need to be “a creative” to be creative—fostering ideation and innovation that extends beyond traditional creative functions. In this thought-provoking session, Don brings his philosophy to light, talking about what it takes to drive creative thinking at every level, across every function within an organization. From aligning on strategies upfront to integrating solutions across channels and markets, you’ll understand why believing in your own creative potential is essential in order to identify and amplify good ideas to make them great.
Don Lane, VP, Truly Brand, The Boston Beer Company
Don is responsible for leading marketing and product innovation for Truly Hard Seltzer. Prior to Boston Beer, Don was CMO at Saucony where he developed the Run for Good brand platform and led the global marketing team’s strategic development and execution. Previously, Don was SVP of Brand & Creative at DraftKings, where he created the company’s brand positioning, The Game Inside The Game, and led the brand, consumer insights, integrated marketing, social and creative teams. Previously, Don spent 21 years at Arnold Worldwide, most recently as managing partner and executive director. Don’s leadership style was profiled in Adam Grant’s New York Times’ best-selling book, “Give and Take.”
Made You Look!
This is the story of how the in-house agency at Nestlé Purina, a corporate staple for over 30 years, successfully convinced marketing to take a fresh look at how campaigns are conceived and produced. It takes courage to push for change, especially when changing the underlying belief system of an entire organization. By partnering in new ways across the agency as well as with key influencers and workgroups companywide, this team overcame barriers to connectivity while opening doors to creativity—proving once and for all that fresh thinking and creative insight can come from within!
Teresa Sausville, Executive Creative Director, Nestlé Purina
With over 20 years’ experience in marketing and creative, Teresa believes in the power of creativity to form authentic connections between people and the brands they choose. Over the course of her career, she is grateful to have been part of global companies as well as small start-ups. In 2003, she left a large agency inside a global holding company to become a founding member of an independent creative marketing firm. There, she helped lead the agency to 700%+ growth in just five years. In addition, Teresa was an adjunct professor and student advisor at St. Louis University, and is currently an active member of the National Charity League.
Check this page often, as sessions and speakers continue to be added to our line-up for this year's event. Join us!