Last week, the events team had the pleasure of coordinating an intimate dinner on behalf of MightyHive, a global leader in advanced marketing and advertising technologies, at Birdsong in San Francisco’s SOMA neighborhood. The event was well-timed to take place directly after AdExchanger’s Programmatic I/O, where MightyHive was participating and held a presence with their booth.
The night began with cocktail hour and canapés, with guests happy to mingle and unwind after their considerable day at Programmatic. Before inviting everyone to take their seats, MightyHive President of the Americas Emily Del Greco presented welcome remarks and housekeeping notes. Once everyone took a seat in the warm and focused atmosphere of the first floor space, attendees listened to a fireside chat between Emily and Electronic Arts Global Head of Media Belinda Smith.
During the discussion, Belinda and Emily looked back at their careers to trade lessons they’ve learned over the combined 30+ years they share in sales, marketing, and strategy experience. They debated the rewards (increased transparency, control of data, faster execution) and risks (steep learning curve, talent, startup cost) associated with in-house marketing. They marveled at how far in-house agency penetration has come even just in the past 10 years. Toward the end of the chat, it was clear attendees were intrigued by Belinda and Emily’s experiences and hoped to dive deeper into their own in-housing exposure during the Q & A session.
Before heading upstairs for the five-course meal, Emily suggested, “Of course talent is just one component of in-housing—I welcome you to discuss other challenges and opportunities that you have found along the way. Support each other, learn from each other, and share your wisdom.”
After the fireside, more than 15 MightyHive Partners were treated to a delectable tasting menu featuring dishes inspired by the Pacific Northwest. Birdsong, a recent recipient of the coveted Michelin Star honor, appeared to have its service down to a science as evidenced by the harmonious presentation of each plate. Wild boar, aged duck with mustard greens and Sonoma lamb were just a few of the mouthwatering items that graced the menu for the night. Conversation flowed as smoothly as the grilled butter atop the Peruvian purple cornbread, and topics rotated between specific in-housing accounts to the process as a whole.
Guests walked away from the night with inspiration from fascinating speakers along with new tactics for their brands’ in-housing strategy. As a parting gift, MightyHive gave each attendee a branded smart home plug that guests seemed eager to get home and test out.
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