Dentsu Creative has been appointed as the creative and content agency for Adobe’s Digital Media Business (DMe).
The creative agency 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.
Abbey Klaassen, global brand president of 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 personalised 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 create the software company’s first “glocal” go-to-market model across the Americas, EMEA, APAC, and Japan, which aims to drive relevance, effectiveness and efficiency across local and global markets.
The creative agency will work alongside Dentsu Digital and Tag Worldwide to “redefine advertising” by driving personalisation at scale through a generative AI-powered content supply chain.
Mediaweek has contacted Dentsu Creative and Adobe for comment.
This win for Dentsu Creative comes after the creative agency launched a new brand campaign for nib this week, repositioning the health insurer as a total health partner for its members.
‘Potentially Amazing’, created by Dentsu Creative, was designed to accelerate its corporate transformation from ‘payer to partner’, meaning the brand isn’t just there for the rainy days but every day. The work helps members see the total range of products and benefits available to them – from travel to NDIS services – ultimately enabling them to get great value, access, and insight into their health and wellbeing.
The campaign humorously explores just how far members might go if they used their nib membership to its fullest potential. While accessing Telehealth appointments might give someone the time to try out their children’s new video game, adding another benefit, and then another, could potentially lead to something ‘amazing’.
See also: nib launches ‘Potentially Amazing’ brand campaign via Dentsu Creative