Adobe appoints Dentsu Creative as lead agency for Digital Media Business
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.
“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,” said Abbey Klaassen, global brand president, Dentsu Creative.
“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.”
Dentsu Creative will also be responsible for Adobe’s product and release marketing, as well as local campaigns for its B2B and B2C creative products and services.
Mumbrella has contacted Dentsu Creative for local comment.
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Lauren McNamara is the associate editor at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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“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’
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would choose Dentsu Creative? Serious question.
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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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