Boom Ideanet sponsored the In-Source Theory+Practice event on the evening of December 3, 2014, held at the Fashion Institute of Technology in NYC. The topic was MANAGING CHANGE, addressed by Jeni Herberger of The Fulcrum Agency and Bob Calvano of A+E Networks. In a unique format, the two speakers shared observations, insights and guidance to the nearly 100 attendees.
Jeni shared that “companies are looking for greater control over the creative process, turning to their corporate creative teams because they understand the business, the industry and the culture of their organization.”
This theme was echoed by Bob in his persuasive case for how in-house agency teams can define a true value proposition to their company: quality work, dollar savings, the ability to leverage institutional knowledge, established relationships with the other disciplines, convenience, sharing the same goals, and establishing trust and transparency. Many of those values represent very real challenges for outside agencies to deliver.
Bob went on to show how he assembled a scalable organization that relied on trusted outside resources for much of their work, with the core leadership and functions handled by his on-staff team members. That’s precisely the kind of working model Boom Ideanet could align with.
Jeni also shared six steps for how a design approach can help manage change in the in-house agency model: Step 1. Understand the goals, what do you have to offer that can help drive the business? Step 2. Know thy “real” self; including the why, not just the what. (She invoked Simon Sinek’s’ “Golden Circle” talk.) Step 3. Develop partnerships; ask how you can make them successful. Step 4. Run a sustainable organization; align by function. Step 5. Perception is everything; create an inspirational space; motivate with respect. Step 6. Scales & Measures; build for scalability; know what’s important to prove.
The two speakers reinforced and augmented each other’s material in affirming and enlightening ways. The result was an inspiring presentation that will contribute to the growing presence and stature of in-house creative teams.
Boom Ideanet is pleased to have sponsored the event — and hope that their remarks support the case for how in-house agencies can turn to a resource like ours to help manage not only changes in work flow, but also to navigate the changing in-house agency landscape.
