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Every year, 250,000 young people in the United Kingdom take part in programmes run by the charity, Young Enterprise. They have one vision: to inspire and equip young people to learn and succeed through enterprise.

Amber Atherton

Amber Atherton

Young Enterprise has changed the lives of millions of people since it was established in 1962.

Young entrepreneur, Amber Atherton, founder of My Flash Trash and named 5th most powerful person in Vogue’s Digital Power List, started her business ventures at the age of 11. We are thrilled that Amber will be taking to stage at Adobe Summit on May 14, as part of the opening keynote, ‘The Reinvention of Marketing’.

If you would like to support Young Enterprise and the next generation of entrepreneurs please join our Tweet of Charity campaign. For every tweet that includes the #AdobeSummit hashtag during Amber’s time on stage, Adobe will donate £2 to Young Enterprise.

Justin (JC) Coghlan

Justin (JC) Coghlan

We will be doing the same tweet for Tweet for Charity campaign when Justin (JC) Coghlan, co-founder of Movember, will be on stage as part of the ‘Marketing in a Digital Age’ keynote on May 15.

Movember has changed the face of men’s health since 2003 and the 4 million ‘Mo Bros’ and ‘Mo Sistas’ across 21 countries have raised £345 million for prostate and testicular cancer and we’re delighted to support such a charity.

Same rules apply: For every tweet that includes the #AdobeSummit hashtag during JC’s time on stage, Adobe will donate £2 to Movember.

If you’re unable to make it to Summit, you can watch on your laptop, mobile or tablet by registering for Summit Live.

Mark Zablan, President of Adobe EMEA, on Marketing Reinvention & Adobe Summit

Adobe Summit is just days away (May 14-15, 2014) and the excitement is building!

Over the past days and weeks we have had the pleasure of chatting to some of the speakers in advance of Summit, such as: Justin (JC) Coghlan, MovemberDavid Williams, ASOSMichael Acton Smith, Mind CandyDr David Cox, HeadspaceWill Hayward, Buzzfeed; and Amber Atherton, My Flash Trash. Finalising this series, we caught up with Mark Zablan, president of Adobe for Europe, Middle East and Africa (EMEA) about marketing reinvention - which will be a big theme at Summit - what this means for marketers and for him personally.


Twitter_1000x1000_Mark-Zablan-2As head of Adobe EMEA, you talk to marketers every day about their needs for reinvention.  What are marketers’ biggest challenges in making this transition?

Zablan: The customer journey has shifted so dramatically compared to where it was just a few years ago—marketers’ challenges are truly endless. The good news is that as an industry, we’re recognizing the need for reinvention and discussing it as a community. It’s now just a matter of taking the plunge and making key changes across the people, processes and products in your organisation.

Today, no matter what the customer is doing, whether online or off, they are leaving a footprint. And the ability for brands to get to know their consumers through one unified view, to grasp one set of analytics, and for marketing technologies to seamlessly integrate to existing legacy systems—these are major challenges that Adobe is helping to solve.

In regard to content, I’m hearing marketers struggle with the reinvention of their storytelling process, and how they can get a consistent, engaging message in front of consumers no matter where they are. This in turn impacts the reinvention of a brand—taking your company from an older, more traditional marketing house to one that’s actively listening to consumer conversations, engaging with them in real-time, and effectively building a brand personality that creates true impact in their lives.

And marketers, as individuals, also need to undergo reinvention—and we’re finding that the individual reinvention is one of the hardest. It takes a true commitment to education, risk taking and stepping outside one’s comfort zone to kick off the marketers’ journey.

Mobile, wearable tech, beacons…How do you see the digital and physical world converging in the future, and what will that mean for marketers?

Zablan: It’s easy (and fun) to get caught up in the buzz of these new technologies, but when we get down to brass tacks, iBeacons, wearable tech, etc. become just another channel for brands to engage with consumers.

The possibilities that iBeacons bring are certainly exciting—the ability for any brand to hyper-target a consumer as they’re inside a store and gather detailed analytics is fascinating. Even from an operations perspective, retailers can help understand, for example, where to allocate staff on the store floor during busy hours. But sophistication among these new technologies will still be key. iBeacons won’t help a brand if the marketing organization cannot formalize an effective mobile marketing strategy. This hyper-targeted experience also won’t be successful if the messaging is too personal or crosses the privacy line. Indeed while marketing is being reinvented by these intriguing new channels, continuing to understand the customer journey and having the right technology in place to collect data and influence marketing strategies will continue to be keys to success in the reinvention of marketing.

Summit EMEA is all about reinvention. In what ways are you personally approaching reinvention—both at home and for Adobe?

Zablan: As an American living in Europe for the past 5 years, reinventing the ways in which I approach my day-to-day life is nothing new! This change has been such an incredible experience for my family and me, but I think whether our reinvention is personal or professional, many of the same concepts apply. The products, so to speak, in our lives will change; the processes will be different; and the technologies we rely on will shift as a personal reinvention unfolds. But we have to get comfortable with being uncomfortable—with taking risks and with strategizing without sometimes fully understanding a situation. As an expat, I’ve also learned to keep an open mind to new opinions and methodologies—something that also applies directly to the personal journey of digital marketers.

What are you looking forward to most at Summit?

Zablan: I love and look forward to the customer and industry connections that occur at Summit. The event’s mission is to connect marketers across EMEA with peers and industry luminaries alike—to engage in a mass conversation about the “how’s” and “why’s” of marketing’s reinvention; to take a look, collectively, at our playbook and figure out next steps to arm for success in the digital age. At Adobe, we often say that while challenging, digital marketers thrive on this environment of constant change—and I’m excited to dive into this dynamic conversation at Summit.


If you are coming to Summit, safe travels and we look forward to seeing you there! If you haven’t managed to get a ticket you can watch Summit live on your laptop of mobile by registering here. And, take part in the conversation with #AdobeSummit.

Not Taking a Risk is a Risk

Robert RedfordThe theme of reinvention was interwoven throughout the general sessions on day two of #AdobeSummit, and focused on the need for marketers to take risks for reinvention to actually happen. Our morning general session featured inspirational celebs, who are the epitome of risk-taking and reinvention – Seattle Seahawks cornerback Richard Sherman and iconic actor and filmmaker Robert Redford. Richard hit on the need for authenticity in social, which helped him through the much-talked-about interview with Erin Andrews. One of our #AdobeSummit Insiders, Elisabeth Osmeloski recapped the top 10 marketing lessons from Sherman’s session here. Redford followed shortly after with a talk focused on the need for art and creativity in business, noting that he sees “art as chaos and business as order, and one needs to follow the other.” Missed the session? Catch it here.

As we did with Yancey Strickler’s time on stage yesterday, we held a Tweet for Good activation while Robert was on stage. Across his 30+ minutes on stage with our CMO Ann Lewnes, his talk generated over 2,400 tweets that drove more than $12K in donations towards the Sundance Institute

We book ended the morning keynote with our Sneaks session, which offered a look into what we have going on in our Labs, and our Summit Bash headlined by Grammy Award winner Vampire Weekend. Here’s a quick digest:

Marketing Reinvention Takes Over Adobe Summit

DisruptThe official start of Adobe Summit kicked off Tuesday with the opening keynote session, The Marketing Revolution, which centered around the need and tremendous opportunity the digital landscape offers marketers to reinvent. Our SVP and GM Brad Rencher hosted, pointing how much more creative marketers can be if we can just get over the tech hurdles.

Joining Brad on stage were a number of industry luminaries that gave us all something to aspire to, including REI’s Brad Brown, Audi’s Jeff Titus and Sephora’s Julie Bornstein. Kickstarter co-founder and CEO, Yancey Strickler wrapped it up, walking us through the shift of how we market and fund ideas. Yancey generated quite the buzz with our Tweet for Good campaign, which saw a tweet a second from the crowd, to help the Kickstarter campaign for Scratch Jr.

Besides the speakers, there were a slew of announcements. Missed the keynote? Watch it on-demand.

Catch other highlights below, and stay connected on the #AdobeSummit conversations on Twitter, Facebook and Instagram.