How Adobe drove an all-digital transformation

This event report describes how Adobe, the global software company, focussed its marketing strategy towards digital as part of a new business model.

How Adobe drove an all-digital transformation

Geoffrey PrecourtWarc

Ann Lewnes, cmo of Adobe, the global software company, was in the right place at the right time at the 2014 Leadership Conference of the U.S. Interactive Advertising Bureau (IAB) in Palm Springs, California.

"A couple of months ago," she revealed, "we asked a thousand marketers in the U.S. a series of questions about digital. The results were pretty illuminating." Specifically, Adobe asked about change – about transformation in marketing – and Adobe liked what it heard: "Seventy-four percent of the respondents said that the marketing categories had changed more...

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