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The ask:

How can Adobe become a design partner and more effectively share their “Design is Power” message to Creative Leaders?

The research:

Primary:  this project focused heavily on primary research as we were tasked to gather insights on creative decision makers within global enterprises. Our team developed in-depth interview questions and reached out to creative decision makers across the globe, including the U.S, Europe, and India. We wanted to get to know their lifestyle, their relationship with Adobe, their perception of design and their feelings regarding the work they do.

Secondary: for our secondary research, we looked at Adobe’s communications, their different software offerings, and the perceptions of design of different stakeholders involved in the process (including C-Suite executives and CEOs). 

Findings & insight:

After talking to creative leaders, we realized they related to the “design is power” message. However, they weren’t going to Adobe for their design expertise, but rather, their reputation as a design tool. With this finding, we knew we had to increase Adobe’s legitimacy as a design partner in order to improve their target’s engagement. Though most creative leaders had different interests, they all shared the same frustration; having to make a case to why design matters to their executive leaders.  This insight, inspired our solution. 

The solution:

Adobe’s current campaign focuses on empowering creative leaders to show the importance of design to their executives, but it lacks a real resource for them to do this. In order to develop a deeper bond with the consumer, we created the Defender of Design campaign, placing Adobe as a bridge between the executives and creatives. To do this, we suggested the development of a new software that would improve workflow communications.

Influenced by Pandora, Spotify and Netflix’s predictive tools, we suggested utilizing Adobe Sensei, Adobe Target and Adobe Analytics to develop Adobe Power, a new software to leverage their current technology and their utilization of big data. Adobe Power is one number that can help champion creatives all over the world by providing a quantifiable resource that communicates the impact of design in a language that business executives will respect.

As an immediate/continuous solution, we also suggested training Creative Business Liaisons (focusing on Adobe’s top 20% of business accounts) that would act as an active resource representing creatives and executives to better communicate the impact of design.  Clients will benefit through improved efficiency in the creative process and by removing the pain points in the creative/executive relationship. In turn, this will improve perceptions of the Adobe brand through face to face relationships and improved knowledge of their target base, as the selected business accounts would serve as a sample size to create better customized content for creatives and executives in the industry. 

After our presentation, this solution was voted the most innovative by the client. 

Team members: Alex Glaum (Creative Brand Management), Alexander Whiteway (Creative Brand Management), Jacob Steckmann (Creative Brand Management), Ryan Conner (Creative Brand Management), illustrations created by Ariana Safari (Art Director)