A is for Adobe

A new way to communicate with Enterprise Creative Leaders.

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


The situation:

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

The ASK:

Build deeper relationships with Enterprise Creative Leaders by augmenting communications and exploring new channels.

RESEARCH Findings:

01. Since Enterprise Creative Leaders are bombarded with communications, they only open what adds value.

02. Traditional Enterprise Creative Leaders are uniquely motivated by transforming & modernizing their organizations.

03. They are frustrated because they struggle to sell in big change, but optimistically & actively searching for help.

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, ideas are lost in translation. It’s a creative stalemate.

THE STRATEGY:

Turn one-way communication into value-adding conversation by teaching Enterprise Creative Leaders how to transform their organizations.

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:

Each leader has a personalized profile connected to their course history which could be used by the account and sales team in addition to informing new enterprise software development.