Adobe to launch first UK brand campaign

Adobe is readying the launch of its first UK brand campaign to trumpet its repositioning as a provider of digital marketing and media services.

Adobe Tablet

The multi-million pound marketing push aims to ensure every senior level marketing director in the territory is aware about how Adobe can help “create, measure, monetise and optimise” their digital marketing. Advertisements aim to demonstrate how the company are “changing the world through digital experiences”.

Adobe continues to focus on publishing tools but it has invested heavily in developing marketing solutions such as social media measurement tool SocialAnalytics and media tools aimed at monetising content creation.

It wants to be seen as the market leader in offering full-service digital marketing and media solutions, ahead of rivals such as Google and IBM.

Emma Chalwin, EMEA brand director at Adobe, says the company is becoming “bolder” and “more personalised” in its marketing messaging to ensure it stands out from other service providers.

“It is a bold statement to say we are ‘changing the world through digital experiences’ but we are hopeful that every senior marketer will know that we are the leader in digital media and marketing with the help of this campaign,” she says.

Chalwin adds that although Adobe has great brand awareness for “authoring” tools such as PhotoShop and InDesign, the company is looking to ensure marketers understand it also has tools that can link marketing to revenue.

The launch campaign, which launches 27 February, will also focus on Adobe’s new tool SocialAnalytics that helps businesses prove the monetary value of their social media strategies. It will feature in national media such as The Guardian, The Times and Wired magazine, digital and social media.

Adobe will showcase some of its biggest customers in its marketing as the campaign progresses, the first being Conde´ Nast title Vanity Fair, which will feature its tablet publishing business.

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