Author Archive: Cassandra Faria

Adobe Summit day two: digital marketers need to be risk takers

The past two days, Adobe Summit has had more than 12,000 mentions on social media. Attendees were busy tweeting their favourite quotes, inspirations and sessions throughout the conference.

Adobe Summit art by @kercal

Adobe VP Strategy and Business Development, John Mellor, kicked off day two highlighting the big social stats from the first day, including more than 6,000 tweets from day one alone, with the official hashtag trending in the UK throughout both days. Mellor called out the top influencers who were helping to get the #AdobeSummit word out:

Top influencers at Adobe Summit London

The session gave attendees the chance to hear how a B2B operation has adapted to the impact of mobile uptake for their website. SAP’s Shawn Burns talked about regular testing and not forgetting that in B2B you’re not selling to a glass building, you’re still selling to people.

We then turned the spotlight on ourselves with an “Adobe on Adobe” panel focusing on how we use Adobe Marketing Cloud to make a better

BBC’s Phil Fearnley gave attendees an in-depth look behind the London 2012 “digital Olympics.” They found that 90.7% of the UK watched the Olympics on BBC, compared to about of 60% for other events like the Royal Wedding.

The keynote session closed with the morning’s highlight, a talk with Felix Baumgartner, the man who fell from 39km above the earth and broke the sound barrier. In his inspirational dialogue with John Mellor, he talked of dealing with unproductive meetings, developing a professionalism that his peers did not have, his level of confidence in having a vision and taking risks, and of course that jump. You can read more about Felix’s talk at the Live Orange Blog.

Felix Baumgartner at Adobe Summit London

The lesson learned from Felix? To work in digital marketing you have to be a bit of a risk taker, just like him.

The day’s breakouts covered everything from net promoter scores to digital gardening, with sessions filling to capacity leaving room to only stand.

Hybris Software helped end Summit with CEO Ariel Luedi taking the stage to talk about how their “plumbing” together with Marketing Cloud solutions can help make the customer king.

The day ended with a sneak peek at the latest developments from Adobe Labs. Hosted by the hilarious Nina Conti and Monk, sneaks started with an impromptu “human ventriloquist doll” act, featuring two attendees. Monk and Nina kept the laughs coming rewarding attendees with iPad mini’s for their funny tweets. 10 sneaks had four minutes each to sell their idea to attendees in an effort to win votes via twitter hashtags.

Adobe Summit may be over for this year, but the learning will continue. What were your highlights from Summit? Tweet @AdobeSummit and share your thoughts.

See you in 2014!

The Adobe Summit Team

Adobe Summit kicks off in London! Day one recap

Adobe Summit hit London today with over 2,500 digital marketers, partners, agencies, analysts and journalists from 38 countries representing every continent.  This year, our European Summit is bigger than ever, having doubled in size from just two years ago. So far today Adobe Summit has had over 5,000 social mentions.

Adobe Summit 2013, London

We made two big announcements today at Summit: predictive publishing for Adobe Social and our new global partnership with SapientNitro.

Adobe SVP Brad Rencher opened Summit with his keynote, “The Last Millisecond,” where he spoke about that decisive moment between an action – a click, tap or swipe – and the experience. His tips for the last millisecond: listen, predict, assemble and deliver.

Joining Brad were Philippe Baumlin, an IT Program Director within the global IT department of Chanel and Alessandro Colafranceschi, UniCredit Group’s Global Head of Online & Mobile Banking. Both spoke to their unique brands’ use of digital marketing to reach and engage customers.

The day continued with breakouts over the six different tracks. From social, to analytics, marketing and tech, attendees had their pick of a wide variety of sessions hosted by industry leaders.

The final session of the day, with Adobe President of EMEA, Mark Zablan, spoke about ‘Marketers as the custodians of digital’. He gave marketers 3 mandates:

1) Engage everywhere

2) Embrace rocket science

3) Connect the dots

Royston Seaward from Deloitte and Nissan’s Bastien Schupp took the stage to speak to their brands position in digital marketing with more and more users going digital and the automotive industry playing catch up.

Nike’s Stefan Olander and AKQA founder Ajaz Ahmed talked about ‘having the balls to make the calls’ when decisions need to be made. They even wowed the audience with an exclusive showing of a prototype image of the original Nike Fuel Band.

They left Summit attendees with one thought: “The most powerful force in the universe isn’t technology. It’s imagination.” A profound way to end day one.

And Jessie J killed it at the Adobe Summit party!

Jessie J at Adobe Summit 2013
Photo credit: Ugo Cei

Tomorrow we’re taking the leap with John Mellor, Adobe VP of Strategy for Digital Marketing, who will be joined onstage by Felix Baumgartner!

Don’t forget to join in on the conversation on Twitter with the hashtag #AdobeSummit

Could you be our Summit Roving Reporter?

We’re looking to recruit a Roving Reporter for Adobe Summit in London on 24-25 April 2013 – could this be you?!

If you’re up to the task, you will receive a full pass to Europe’s digital marketing conference of the year, including press access (not to mention, the Summit party!).

The Task

  • Live tweet from all keynote presentations and selected breakout sessions
  • Attend our press panels and report back
  • Write wrap-up blogs for day 1 and 2, to be published here on the Adobe Summit blog
  • Capture photos throughout Summit and share on social media

The Requirements

  • You must be social media savvy
  • You have to be passionate and enthusiastic about digital marketing
  • You should have excellent written English (any other European languages are a bonus)
  • You must be available to attend Adobe Summit in London on 24-25 April 2013 (transport & accommodation not included)

How to Enter

Tell us why YOU should be our Summit Roving Reporter. You decide the entry format (the only requirement is that it must be digital) – a blog post, a video, a Pinterest board with examples of your work – the more creative the better! Then tweet us your entry:

@AdobeSummit I should be the #AdobeSummit Roving Reporter because: [LINK TO YOUR ENTRY]

The Judging Panel

Entries will be shortlisted and judged by a prestigious panel:


The Deadline

You have until Friday 5 April 2013 to submit your entry.

Make sure you read the official rules before entering.

Good luck!

AKQA’s Ajaz Ahmed on Adobe Summit, London

We caught up with Ajaz Ahmed, AKQA’s CEO and founder, on what he’s most looking forward to at Adobe Summit in London this year, and what we can expect from his keynote with Stefan Olander, VP, Digital Sport, Nike Global.  Here’s what he had to say:

Velocity Authors Share Summit Stage

We are delighted to announce that Stefan Olander, VP of Digital Sport at Nike Global and AKQA’s CEO and Founder, Ajaz Ahmed, will be joining us at Adobe Summit in London! They will be sharing the stage to talk about Creativity, Courage, Adaptiveness and Resilience – entrepreneurial values fuelled by Velocity.

Ajaz Ahmed and Stefan Olander

Stefan is one of the industry’s leading digital marketers and  has held a number of key leadership positions with Nike. Blending his passion for the digital world with traditional communications skills, Stefan has led many of Nike’s most innovative and cutting edge initiatives, from launching Nike’s new digital platform in 2000, to overseeing all communications for one of Nike’s most comprehensive football initiatives – The Secret Tournament

Ajaz founded AKQA when he was 21 to create an ideas and inventions company to help organisations embrace the digital revolution. AKQA’s clients today include Nike, Red Bull and Google. AKQA has created some of the world’s most recognised and iconic digital products, services and ideas, and is now the world’s largest digital agency.

Check out the speaker line-up for Adobe Summit in London.

Adobe Summit Goes Stratospheric

It’s not every day that you get to hear first hand from a man who has jumped from the very edge of space and broken the speed of sound (without the help of a fighter jet)!

That man is Austrian daredevil Felix Baumgartner and we are excited to announce that he will be joining us at Summit! Given that he had a huge impact on social networks when he made his Red Bull Stratus record leap in October 2012, we thought he would be a great addition.

When sponsor Red Bull posted a picture of Felix touching down on Facebook, within 40 minutes the image was shared more than 29,000 times and generated nearly 216,000 likes and more than 10,000 comments. During the jump, half the worldwide trending topics on Twitter were about Felix. And on YouTube the jump was a hit with close to 8 million people tuning in to watch the live stream – the biggest live audience to date on that channel.

We can’t wait to hear Felix speak at Summit and hope you’ll be able to join us!

Register for Adobe Summit: Salt Lake City, Utah | London, UK

Breakout Highlights from Summit EMEA 2012

From actionable social media insights to automated personalisation, mobile strategies to digital asset management – we’ve captured the best bits from Summit EMEA 2012′s most popular breakout sessions:

Philips: Own your customers! Creating branded social communities

“Now where did I put that photo?”—La Redoute unclutter digital assets

Hear how Fiat & ABN AMRO turn social media buzz into actionable insights

Automated Personalisation with Barclays Digital attract more high-value customers through display audience targeting

Mobile strategy in a silo? Hear from UBS & SBB on how fixing this is as easy as asking Siri

Laithwaites: Top 10 web and mobile testing strategies (and how to use them)

Paid search campaign optimisation: First Choice maths, models and marketing

Cloud Services – See how E.ON are operating at the ‘Speed of Marketing’