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 Decision Makers” (eg: Director of Marketing Innovation) were using Adobe products, but they weren’t engaging with Adobe communications (eg: emails, direct mail, etc).

The ASK:

How do we augment our existing communications to connect with this audience?

The REal question:

How might we inspire Enterprise Creative Decision Makers 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 those that help them in their role.

02. These leaders are uniquely motivated by transforming their heritage company from a traditional business to a creative business.

03. They’re failing to sell in big ideas to fellow enterprise leaders (eg: COO, CEO, CTO) because the larger group doesn’t fully understand.

04. So, Enterprise Creative Decision Makers are actively searching for ways to get buy-in on creative change. They’re jumping between scattered articles online, million dollar proposals from McKinsey, and three-day conferences.

05. They don’t think to look to Adobe because they don’t see the link between the creative & analytical platforms.

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, transformational thoughts are lost in translation. Could we provide words and work that results in true conversation?

THE STRATEGY:

Adobe is the language of creative business. Let’s teach it.

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.