Adobe Splits Its Global Creative Between Dentsu and Stagwell

Adobe has named Stagwell as its global lead for creative campaigns and social content for its Digital Media (DMe) business, while the software giant picked Dentsu Creative as its lead global scaled creative and content agency for DMe. Adobe’s Digital Media business provides tools and solutions that enable individuals and businesses to create, publish, promote, and monetize their digital content. Holding company Omnicom Group is believed to have picked up Adobe’s Digital Experience (DX) business, though ADWEEK did not get confirmation at time of publication. Adobe’s DX is an end-to-end suite of digital marketing tools designed for personalization at scale. The account selections follow an extensive review handled by MediaLink. Financial details of the deals were not disclosed, but COMvergence estimated Adobe’s media spend at $450 million in 2023. Adobe will leverage the integrated strengths of five agencies across the Stagwell network—72andSunny, Code and Theory, Locaria, Movers+Shakers, National Research Group—from upstream research and insights to global strategy and creative. Stagwell and Adobe will also partner on a joint go-to-market initiative to accelerate the content supply chain for brands, an end-to-end process used to deliver content for marketing campaigns and personalized customer experiences. This partnership brings together solutions across Adobe Experience Cloud, Adobe Document Cloud, Adobe Creative Cloud, and Stagwell Marketing Cloud. 72andSunny will expand its seven-year partnership with Adobe by leading global creative and strategy within the new model. Movers+Shakers will lead global social efforts, with a focus on mining cultural conversations in real-time and producing socially-native content with speed and agility. Code and Theory will be responsible for the launch of Adobe GenStudio, among additional high-profile assignments. “We are proud to join forces with Adobe, a brand synonymous with creativity and innovation, to build game-changing transformation tools for our clients and theirs,” Mark Penn, chairman and CEO of Stagwell, said in a statement. “This partnership is another example of the value Stagwell is eager to create with clients via our integrated offering, and we are excited to bring our best-in-class creativity and technology to help Adobe inspire and empower their customers.” Dentsu Creative’s remit Together, Dentsu Creative, Tag Worldwide, and Adobe look to redefine advertising by driving personalization at scale through a robust Gen AI-powered content supply chain, according to the agency. Dentsu Creative will build Adobe’s first “Glocal” go-to-market model, designed to drive relevance, effectiveness, and efficiency both globally and locally across key regions: Americas, EMEA, APAC, and Japan. The agency will also lead product marketing and local campaigns for the company’s most trusted B2B and B2C creative products and services. Dentsu Creative and Adobe will power their work with a technology support system enabled by Adobe’s integrated products to help companies optimize their content supply chain, and proprietary technologies from Dentsu Digital and Tag Worldwide. “As a creative team that has long relied on Adobe’s products and services to imagine, create and bring digital experiences to life, this new partnership is meaningful in so many ways,” Abbey Klaassen, global brand president of Dentsu Creative, said in a statement. “We’re energized by Adobe’s vision to change the world through personalized experiences, and this fueled us to bring transformative thinking and creativity to every interaction. Now, we’re ready to bring that to customers everywhere through Adobe’s Digital Media Business.” Adobe will continue to work with Wavemaker and Publicis Media on its global media business. The two agencies won Adobe’s global media review last year and now co-operate a global center of excellence to service the account.

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Adobe Splits Its Global Creative Between Dentsu and Stagwell

Omnicom has also grabbed some of the business

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