Creative Operations Exchange


September 23-25, 2020 | Virtual Conference
#COExIEN

23

September 2020

Wednesday

Day One

All times in Eastern Daylight Time
  • 11:50 AM
    Virtual Conference Room Opens
  • 12:00 PM

    Chair’s Opening Remarks

    John Barnhardt, Director of Creative Services
    UNIVERSITY OF IDAHO

  • 12:05 PM

    Workflow Zen: Mastering the Tension Between Operational and Creative Process, Thinking, and Teams

    Typical roles in your business such as sales, marketing, and design favor types of thinking that converge to create tension in your business. By better understanding your teams and skills, we can align our workflows towards better collaboration. This session will focus on how to align teams and workflows towards success at the convergence of Operational and Creative mindsets.

    Casey James, Head of Creative Operations
    JONES KNOWLES RITCHIE

  • 1:00 PM

    Break

  • 1:10 PM

    Keynote Address: 3 Emergent Themes from 90 In-House Leaders and What They Mean for the Future of Creative Operations

    Want to know where to spend your time in 2020 to make the biggest impact? Based on insights from over 90 design and operations leaders from high profile brands in NY, SF, LA, Chicago and Seattle, Susie & Corey will share 3 emergent themes that can help Creative Operations leaders maximize their efforts. Gain insights that will spark conversation throughout the event on how leaders can work together to solve their toughest challenges and build skills that further their craft.

    Susie Hall, President, Community & Customer Engagement
    AQUENT

    Corey O'Brien, Vice President
    AQUENT STUDIOS

  • 2:00 PM

    Break

  • 2:10 PM

    Executive Roundtable: Inside Scoop—The Creative Agency from Your Stakeholders’ Perspectives

    Listen in to this enlightening conversation that offers a rare chance to hear candidly from senior leaders in the C-suite and on the executive leadership team about how you and your department can better serve (and better get what you want and need) from those that understand the needs and expectations of your own internal stakeholders. Also find out how the rise of creative operations as a discipline (and project management by extension) has allowed their brands to grow and excel, considering the before and after states and the financial impacts of creative operations to the bottom line. Plus, hear from them about how best to get their buy-in for any of the important initiatives you’re trying to drive within your departments.

    This discussion will be moderated by a senior creative ops leader and will cover the pertinent questions you have for your own executive leaders. Bring your ideas and burning questions for this interactive conversation.

    Elizabeth Brownsen, Vice President of Delivery
    ZEHNER

    Chris Jacobs, Creative Director & Co-Founder
    STRANGE ANIMAL

    Brian Unflat, Creative Director
    CMD AGENCY

  • 3:00 PM

    Break

  • 3:10 PM

    Interactive Networking Breakout Session

    “Pull up a chair,” turn on your mic and camera, and engage with fellow creative ops professionals from around the country. Discuss shared challenges, and exchange contact information to build your network. We will be utilizing breakout rooms in Zoom to split everyone up into different groups, and rotating every 15 minutes to a new room with new people to meet.

  • 4:00 PM
    Closing Remarks
  • 4:05 PM

    Happy Hour

    Grab your favorite beverage and join your peers for a virtual Happy Hour hosted by our wonderful sponsors. Choose a “table” to start, then later switch to other “tables” to meet new people.

  • 5:00 PM

    End of Day One

  •  
  • Featured Session: How to Say “NO” to and Refine Processes with Key Stakeholders

    Due to sickness, this session will not happen live. We are hoping to record with Navi after she is well and distribute this session on demand.

    Discover how to build strong relationships with stakeholders and help them understand your value to them. And how, once you’ve built those relationships, you’re able to talk about process changes and then become able to say ‘NO’ when needed without raising red flags.

    Navi Kahlon, Principal Program Manager/Creative Operations-INBOUND
    HUBSPOT


24

September 2020

Thursday

Day Two

All times in Eastern Daylight Time

TRACK A — CREATIVE OPERATIONS

  • 11:50 AM
    Virtual Conference Room Opens
  • 12:00 PM

    Welcome Back and Opening Remarks

    John Barnhardt, Director of Creative Services
    UNIVERSITY OF IDAHO

  • 12:05 PM

    Are Your Superpowers Also Holding You Back? How Really Focusing on Culture, Purpose and Execution Can Bring You Joy In-House

    • • The bad news: Creative ops leadership is tough. At any level. Your clients are also your bosses; those clients and bosses don’t always have a core focus on building creative or content teams; your talent can get smothered by a sometimes stagnant-yet-chaotic corporate environment.
    • • How do you win? How do you rise up out of the hamster wheel of churn? How do you end complaints and revision-cycles galore?
    • • Here’s the good news: It starts with you. More is in your control than you may believe. Whether you lead a 2-person operations team or a 150-person content studio, here are the three simple ways you can focus your attention to ensure more personal joy, team fulfillment and business success.

    Wayne Barringer, Founder & Chief Advisor
    WBC IN-HOUSE ADVISORS

TRACK B — PROJECT MANAGEMENT

  • 11:50 AM
    Virtual Conference Room Opens
  • 12:00 PM

    Welcome Back and Opening Remarks

    Catherine McIntyre-Velky, Principal
    MCVELKY LLC CONSULTING

  • 12:05 PM

    Advanced Project Management—The Importance of Process Evaluation, Mapping, and Retooling

    • • Learn about the value of process mapping (while seeing some real examples) and the role they play in ensuring accountability, clearly defining workflows, and more!
    • • Find out why it’s so important to formalize this process and how to not only check the boxes in your processes but get to the place of evaluating whether or not all those check boxes are necessary, refining processes for greater efficiency.
    • • Hear from this senior project manager on how to elevate the role you play, to move from being reactive to proactive and discover how this will lead to greater efficiency and boost the effectiveness of your team, with the added benefit of advancing your career.

    Sheryl Martin-Gillette, SVP, Project Management and Print Productions
    SCOPPECHIO

    Joa Pope, VP, Creative Operations
    RED SQUARE AGENCY

  • 12:50 PM
    Break

TRACK A — CREATIVE OPERATIONS

  • 1:00 PM

    Panel Discussion: Overcoming the Challenges of Leadership in a Creative Environment

    • • Strategies and techniques for providing strong leadership and embracing emotional intelligence in corporate culture
    • • Addressing culture, retention, and morale; how to prevent churn on a quick- turn team as well as inspire a creative team while driving constant change and improvement initiatives
    • • Ideas to boost team morale, drive higher engagement rates, and provide meaningful recognition

    Moderator:
    Dickson Bueno, Principal
    DICKSON BUENO CONSULTING

    Panelists:
    JR Curley, VP of Creative and Content
    FABFITFUN

    Meghan Ayala, Former Director, Creative Services, Client Solutions
    LONELY PLANET

    Casey James, Head of Creative Operations
    JONES KNOWLES RITCHIE

TRACK B — PROJECT MANAGEMENT

  • 1:00 PM

    Panel Discussion: Best Practices & Processes from Senior Project Management Pros

    • • Find out how these senior leaders address project management and process evaluation holistically and what “solves” they’ve developed to boost their teams’ performance
    • • A brief discussion on the pros and cons of project managers acting as account managers
    • • Who is best to interface with clients and how to approach them
    • • From those with experience, hear about the pros and cons of PM methodologies like Agile, Scrum, Waterfall, Kanban, Lean, Kaizen, etc.
    • • Planning projects for cross functional teams that involve a variety of deliverables and types of assets

    Moderator:
    Shawna O'Neill, Senior Project Manager, Creative Content
    ASURION

    Panelists:
    Lana Wilson, Project Manager
    MODA OPERANDI

    Donna Connolly, VP, Creative Operations
    CITIZENS BANK

    Jodi Baker, Senior Manager, Creative Operations
    PANDORA

  • 1:50 PM
    Break

TRACK A — CREATIVE OPERATIONS

  • 2:00 PM

    Interactive Breakout Discussions

    Join a topic discuss with your peers. Turn on your webcams and mics and share your experiences. Halfway through this block of time, you'll be invited to switch to another topic if you wish.

    Breakout 1: The State of Universal Content Management

    Breakout 2: Work reimagined: How to Facilitate Collaboration and Stay Productive with a Remote Team

TRACK B — PROJECT MANAGEMENT

  • 2:00 PM

    Interactive Breakout Discussions

    Join a topic discuss with your peers. Turn on your webcams and mics and share your experiences. Halfway through this block of time, you'll be invited to switch to another topic if you wish.

    Breakout 3: Best Practices for Re-evaluating Process, Mapping it, and Redesigning

    Breakout 4: Strategies for "Managing Up" with More Senior Staff, Whether Clients or Within the Creative Department

  • 2:40 PM
    Break

TRACK A — CREATIVE OPERATIONS

  • 3:00 PM

    Panel Discussion: Adopting New Technology—Future-Proofing & Efficiency Gains

    • • Find out what new creative technologies can save your team time and money—freeing your team to be more creative and strategic— and what tools live up to the hype and which aren’t worth the squeeze
    • • Learn how others approach building a business case for new tools— they’ll share tips & tricks to get buy-in, demonstrate cost/benefit, and increase user adoption to ensure the new tools deployments are successful
    • • Also hear about mainstays of the creative department tech stack— project management, DAM, and reporting tools, including how effective they are and what can be accomplished within the tool vs. through other systems and what those are

    Moderator:
    Casey James, Head of Creative Operations
    JONES KNOWLES RITCHIE

    Panelists:
    Hoon Kim, Creative Production Manager
    AIRBNB

    Melanie Manghinang, Senior Manager, Creative Operations
    PANDORA

  • 3:50 PM
    Closing Remarks
  • 4:00 PM

    End of Day Two

TRACK B — PROJECT MANAGEMENT

  • 3:00 PM

    Panel Discussion: Leveling Up—Moving from PM to Senior PM and Beyond

    • • Find out what steps you can take to position yourself to climb the ladder within the creative department and beyond
    • • The importance of EQ and speaking ”creative” on your journey to leadership positions
    • • Discover what other resources are out there to help you build out the skillsets needed to advance your career and what formal and informal education could benefit you
    • • Hear from those that know about the benefits of professional designations like PMP and the like and when, how, or if they might benefit your career journey

    Moderator:
    Catherine McIntyre-Velky, Principal
    MCVELKY LLC CONSULTING

    Panelists:
    Mishri Someshwar, Senior Project Manager
    INTERNATIONAL MONETARY FUND

    Shawna O'Neill, Senior Project Manager, Creative Content
    ASURION

    Travis O’Neal, Director, Creative Operations
    AQUENT STUDIOS

  • 3:50 PM
    Closing Remarks
  • 4:00 PM

    End of Day Two


25

September 2020

Friday

Day Three

All times in Eastern Daylight Time
  • 11:50 AM

    Virtual Conference Room Opens

  • 12:00 PM

    Welcome Back and Opening Remarks

    Kate Sullivan, Senior Creative Operations Director
    PANDORA/SXM

  • 12:05 PM

    Panel Discussion: Change Agents—Successful Strategies for Change Management as You Drive Continuous Process Improvement

    • • Effective principles in action—stories from the field of both successful and failed change initiatives along with an honest assessment of what led to each outcome.
    • • Find out what leads most corporate change directives to fail, with real-life anecdotes of failed initiatives along with lessons learned, and how best to position yours for success.
    • • Leading teams through big changes and coming through them with morale (and your team) intact.

    Kate Sullivan, Senior Creative Operations Director
    PANDORA/SXM
    TBA

    Panelists:
    Wendy Parker-Hepp, Creative Operations Manager
    PEARSON

    Carrie Crow, Associate Director, Studio Operations
    HELLOFRESH

  • 12:50 PM

    Break

  • 1:00 PM

    Panel Discussion: Successful Strategies for Managing Remote Personnel and Teams

    • • Keys for managing your team through shifts in work sites
    • • Strategies to successfully keep people engaged in remote work
    • • What technologies are you using, and how are you dealing with creative technology challenges?
    • • How are you handling different types of creative teams differently?

    Moderator:
    Wayne Barringer, Chief Advisor
    WBC IN-HOUSE ADVISORS

    Panelists:
    Jodi Baker, Senior Manager, Creative Operations
    PANDORA

    Josh Walters, Head of Accounts and Project Management
    BOEING

    Heidi Cerenzia, Vice President of Demand Generation
    WRIKE

  • 1:50 PM

    Break

  • 2:00 PM

    Workshop Part I: Perspectives and Lessons Learned on Chargeback Model Challenges

    Listen in as senior creative operations experts discuss pros and cons of chargeback models and share firsthand experiences in chargeback models, reasons for model selection—or why they avoid chargeback methods—and key issues they wish they would’ve known.

    Moderator:
    Catherine McIntyre-Velky, Principal
    MCVELKY LLC CONSULTING

    Panelists:
    May Aboubakr, Senior Director, Brand Development Operations
    CHOBANI

    Dickson Bueno, Principal
    DICKSON BUENO CONSULTING

    Meghan Ayala, Former Director, Creative Services, Client Solutions
    LONELY PLANET

  • 3:00 PM

    Break

  • 3:10 PM

    Workshop Part II: Implementing a Chargeback Model—Best Practices & Lessons Learned from In House and External Agencies

    • • Why choose to do it: behavior change, cost recovery, demand management, and more
    • • Where to apply it: rush jobs, more than two rounds of revisions, specialized services outside of core work (ex. developer, calligrapher), etc. OR an all-in approach that is fully chargeback!
    • • How it was implemented: policy developed, getting leadership buy-in, training staff, communicating to clients.
    • • Overall results: reduction in excessive revisions and rush requests, some cost recovery, and increased capacity to allow the team to focus on high exposure projects that better serve the brand. Navigating the challenges like higher administrative burden and managing client frustration/anger
    • • Find out how to apply this at your organization. You’ll have the chance to work through provided checklists to assess the best fit for your team

    Mishri Someshwar, Senior Project Manager
    INTERNATIONAL MONETARY FUND

    Dan Dove, Project Manager
    INTERNATIONAL MONETARY FUND

  • 4:00 PM

    Closing Remarks

  • 4:10 PM

    End of Conference

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