A is for Adobe

A new way to communicate with Enterprise Creative Leaders.

live client winning project | 5 weeks | research, Strategy, ideation

 

 
 

The PRoblem:

Adobe’s “Enterprise Creative Leaders” (eg: Director of Marketing Innovation) were using Adobe products, but they weren’t engaging with Adobe communications (eg: emails, direct mail, etc).

How might we get them to engage with the brand as often as they engage with the products?

The findings:

01. “Enterprise Creative Leaders” are bombarded with traditional format, corporate-oriented communications. They only spend time with the pieces that help them in their role.

02. These leaders are uniquely motivated by transforming their heritage company to the ways of the 21st century.

03. They’re failing to sell in big ideas to fellow enterprise leaders (eg: COO, CEO, CTO).

THE INSIGHT:

Leadership within traditional enterprises speak two different languages.

While Enterprise Creative Leaders speak in possibilities, Enterprise Analytical Leaders speak in proof. As a result of the language barrier, thoughts are lost in translation and no big changes are made. Enterprise Creative Leaders are left optimistically frustrated and searching for help.

THE STRATEGY:

Create a shared enterprise language for creative business transformation.

THE BIG IDEA:

A is for Adobe: A Learning Platform for Creative Business Transformation.*

*Think of it like Duolingo, but built off Adobe’s wealth of corporate case studies.

THE VALUE ADD FOR ADOBE:

User data could be used by the account & sales & product development teams to enhance relationships and product offerings.

 

 
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The A is for Adobe Learning Process:

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The Platform Creative*:

*Click Through Below!

The Pitch Video: