Group M becomes first media agency group to become Adobe ambassador

Group M, WPP’s Australian and New Zealand media investment arm, has become a launch partner for the inaugural Adobe Advertising Ambassador Program.

It becomes the first media agency group to do so, and says being part of the program will help to boost its martech expertise across its agencies, including Mindshare, Mediacom, Wavemaker and Essence.

“I’m excited about the Group M program, with Adobe being one of our key martech partners. Great experiences using technology can set you apart and increase revenue growth, customer retention rates, and customer lifetime value,” said Adam Good, WPP AUNZ executive director of marketing technology.

“CMOs like to see agencies using multiple Adobe cloud products to help create and managing experiences that are being deployed and orchestrated across omni-channels.”

The pilot program, a global first, will involve martech training and a support structure across Australia and New Zealand, and Adobe Analytics, Audience Manager, and Advertising Cloud. The program culminates in certification across the analytics and advertising cloud products.

“Being part of the Adobe Advertising Ambassador programme will help our most data-driven and curious teams to dive into the technology to collaboratively solve our clients’ challenges,” said Group M’s Australia head of trading intelligence, Liesa Newland.

Group M’s Liesa Newland

“Group M are excited to be selected as a media group partner in Adobe’s inaugural Advertising Ambassador Program and proud that Group M is leading the charge for media agencies in the martech talent space. These advertising ambassadors will supercharge our existing martech capabilities and become knowledge hubs within Group M on Adobe’s marketing stack, providing value and competitive advantage for our clients.”

Added Phil Cowlishaw, head of Adobe advertising cloud APAC: “Australian brands are increasingly adopting Adobe Analytics, Audience Manager and Advertising Cloud as they look to get a single, independent view of their customer. This provides greater insight into behaviour across the entire customer journey, as well as an omni-channel buying platform.

“The demand for people who can help brands succeed across these solutions has never been higher and I’m incredibly excited to see this first cohort learn, grow and drive success for our mutual clients.”


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