California, USA – Adobe has split its global creative mandate, namely Dentsu Creative as its lead global scaled creative and content agency for its Digital Media Business (DMe), and Stagwell will lead the global creative campaigns and social content mandate for Adobe’s DMe.
Together, Dentsu Creative, Tag Worldwide and Adobe will redefine advertising by driving personalisation at scale through a robust Gen AI-powered content supply chain. Meanwhile, Stagwell and Adobe will also partner on a joint go-to-market initiative to accelerate the content supply chain for brands, the end-to-end process used to deliver content for marketing campaigns and personalised customer experiences.
Transcending a traditional creative remit, Dentsu Creative will architect the company’s first ‘glocal’ go-to-market model, designed to drive relevance, effectiveness and efficiency both globally and locally across key regions–the Americas, EMEA, APAC and Japan. On the other hand,
Dentsu Creative will also lead product and release marketing and local campaigns for the company’s B2B and B2C creative products and services. Underpinning the relationship is a unified global technology backbone, enabled by Adobe’s integrated set of best-in-class products to help companies optimise their content supply chain, and proprietary technologies from Dentsu Digital and Tag Worldwide.
Over at Stagwell’s side, 72andSunny will expand their seven-year partnership with Adobe by leading global creative and strategy within this 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.
Abbey Klaassen, global brand president at Dentsu Creative, said, “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. We’re energised 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.”
Meanwhile, Mark Penn, chairman and CEO of Stagwell, commented, “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. 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.”
