Adobe Push Focuses on Creative Pros

SAN JOSE, CA: Adobe Systems’ latest marketing effort aspires to take the focus off the company’s software and put it on those creative professionals who rely on Adobe’s products to make their ideas a reality.

Past efforts have focused on the specifics of software, such as Photoshop. And while this campaign is tied to a new product launch, Adobe is trying to show that it is less interested in talking about itself than it is about empathizing with its audience.

“We have a responsibility to speak to this community on an emotional level, just as much as we do to talk about the technological innovation,” said director of PR Russell Brady. “We want to show that we care about the issues that the creative community faces.”

The change has been inspired at least in part by increasing competition from Microsoft, Macromedia, and Quark.

The campaign kicked off earlier this month at the Ideas Conference, a daylong event in New York focusing on creative issues, such as brand building and digital asset management and collaboration.

Participating companies included Columbia Sportswear, F&W Publications, Gawker Media, Google, Landor Design, MTV Networks, and Showtime.

“If we want to be seen as a creative-community leader, we have to give something back,” said Brady of the conference.

Beyond the conference, Adobe will work with its AOR, A&R Partners, and Big Sky Communications, which handles customer success programs.

“We want to position Adobe in the context of what is happening in these markets,” said Brady, referring to trends in design and publishing.

Adobe… wants to speak to users on “emotional level”

Copyright Haymarket Business Publications Ltd. Apr 18, 2005