How Adobe reached the creatives of tomorrow

Stephen Whiteside

This event report reveals how Adobe, the software and technology company, connected with young creatives studying at college in the US to promote its suite of software and programmes.

How Adobe reached the creatives of tomorrow

Stephen WhitesideWarc

Just a few years ago, Adobe's creative software programs – offerings like Photoshop, InDesign and Illustrator – came in a heavily-branded box, had to be installed via CD, and were aimed exclusively at students and practitioners in disciplines like publishing and photography.

Today, by contrast, these products are typically are downloaded from the web (legally or not) by a cohort of tech-savvy users extending well beyond the original target audience. And as AnnMarie Baba, Adobe's senior manager/marketing, told delegates at OMMA Social – an event held during Internet Week 2014...

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