Adobe appoints Dentsu Creative as lead agency for Digital Media Business

October 2, 2024 10:07

Adobe has selected Dentsu Creative as its lead global scaled creative and content agency for its Digital Media Business (DMe), following a competitive review.

The agency will work closely with Adobe, Dentsu Digital, and Tag Worldwide to “redefine advertising” by driving personalisation at scale through a generative AI-powered content supply chain.

It will create Adobe’s first “glocal” go-to-market model across the Americas, EMEA, APAC, and Japan, designed to drive relevance, effectiveness, and efficiency both globally and locally.

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.

Topics

Abbey Klaassen Adobe Adobe Digital Media Business Dentsu Creative Digital Media Business

3 COMMENTS

Miss Manners 2 Oct 24

“By driving personalisation at scale through a generative AI-powered content supply chain”. I shudder to think what this TOV produces in the ‘real world’

1 Like

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Who on earth 2 Oct 24

would choose Dentsu Creative? Serious question.

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Anonymous 3 Oct 24

Has Dentsu won anything locally as a stand alone business in the last five years? Some big global wins, but I can’t remember the last one they won in the local market alone.

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