Adobe: Metrics, not myths

Category: Software
Brand/client: Adobe / Adobe
Lead agency: Goodby, Silverstein & Partners
Contributing agencies: Edelman

State of the marketplace & brand's business

Think of Adobe, and the image most of us have is of creative tools for the creative world. For over 30 years, software such as Photoshop, Illustrator, InDesign and the entire Creative Suite have dominated the creative category.

However, there is another side to Adobe. Beginning with the acquisition of Omniture in 2009, Adobe has evolved from a "make" to a "make and measure" company. Adobe's Marketing Cloud solutions measure, track, target, evaluate, analyze and, hopefully, add insight to what marketers are doing across all digital media.

This new online marketing space has been not only a fresh opportunity for Adobe but a gold rush for hundreds, if not thousands, of vendors. Some are from well-known and established brands (IBM, Google, Salesforce, Microsoft); others are from providers who are certainly here today, but could very well be gone tomorrow.