How Adobe reshaped its digital marketing

Geoffrey Precourt

The audience at the 4A's (American Association of Advertising Agencies) annual conference received a two-pronged opening message from Ann Lewnes, Chief Marketing Officer of Adobe, the global software company.

First, she said, digital was here to stay: "Digital is not a fad and it is not going away. And in the not too distant future, all marketing is going to be digital marketing…. To survive and become successful in 2013 and beyond, all brands must become digital."

But what turned heads and captured attention was her follow-up: "People are …tired of not knowing whether their creative plan is working. Whether their media plan is working. They're tired because their budgets are being cut because they simply cannot prove the return on investment of their campaigns. These very, very tired people are your clients."

Ann Lewnes, CMO of Adobe, addresses the 4A's audience