Adobe has appointed Dentsu Creative lead agency for its Digital Media Business (DMe) following a competitive pitch.
The agency will work closely with Tag Worldwide and Adobe to “redefine advertising” by driving personalisation at scale through a generative AI powered content supply chain.
It will create the company’s first “Glocal” go-to-market model, designed to drive relevance, effectiveness and efficiency across the Americas, EMEA, APAC and Japan.
The global agency will also lead product and release marketing and local campaigns for the company’s most trusted B2B and B2C creative products and services.
Dentsu Creative’s global brand president Abbey Klaassen said this new partnership is meaningful in so many ways.
“We’re energised by Adobe’s vision to change the world through personalised experiences, and this fueled us to bring transformative thinking and creativity to every interaction,” she said.
“Now, we’re ready to bring that to customers everywhere through Adobe’s Digital Media Business.”
Dentsu’s chief strategy officer David Halter said it is a “great win” for the agency.
“Learnt so much working on the Adobe pitch” he said in a post on LinkedIn.
“Can’t wait to get going.”
It is understood Dentsu’s Sydney office will be operating as the regional hub.
AdNews contacted Dentsu Creative for comment but received no response at the time of publishing.
Adobe declined to comment.
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