Today’s digital marketing innovations give marketers a newfound credibility. However, our recent search showed that marketers may still be missing the mark, as consumers still believe marketing is ineffective and view the marketing profession as one of the least valuable professions to society. We as marketers still have a lot of work to do to help dispel some of these common myths, and today’s panel at Cannes Lions, “You Can’t Trust Marketers,” aimed to do just that.
Moderated by Adobe CMO Ann Lewnes, with Tina Brown, Lisa Donohue, and Steven Althaus, the speakers discussed and debated the changing landscape of digital marketing and how it impacts what marketers can, and should, do better. They discussed a variety of topics including brand authenticity, user generated content, integrating marketing across functions, and proving the ROI of marketing investments.
After the panel, we got a chance to talk to festival attendees for their take: do they trust marketers? The results were interesting and entertaining, check out the highlights reel below.
We’ve arrived here in sunny Cannes for another year at the Cannes Lions Advertising Festival. This year marks a special milestone, as it’s the 60th anniversary of the festival. We have a lot to look forward to this week, and hope that you’ll join us!
First, we’ll be hosting our seminar tomorrow, “You can’t trust marketers.” Now, more than ever before, advertisers can prove the ROI of their efforts thanks to today’s innovations technology, thereby giving marketers a whole new level of credibility. The conversation will feature renowned panelists, including our CMO Ann Lewnes, CEO of Starcom USA, Lisa Donohue, Director of Brand Management at BMW, Steven F. Althaus, and Editor in Chief at The Newsweek Daily Beast Company, Tina Brown.
Similar to years past, we’ll be sponsoring both the Creative Effectiveness Lions and Young Lions awards. The Creative Effectiveness awards honors creativity that has shown measurable impact on a business through consumer behavior, brand equity, sales, and profit.
Through our sponsorship of the Young Lions, we are proud to support the next generation creative talent, who come together to compete in one of six competitions throughout the week. Cyber, Film, Media, Print, Design, and Young Marketers. Each team has to respond to a client brief and deliver finished creative within 24 hours (48 hours for Film).
Speaking of awards, we’re also partnering with AdWeek this year to host an experience that aims to predict the award winners. The site will go live tomorrow morning, and we’ll send out the link once it’s live. There, you’ll get a chance to vote for your favorite nominees as well, so that we can hear from all of you following the festival from home.
To end our week at Cannes, our VP of EMEA Marketing, Mark Phibbs, will join Razorfish and Converge on a panel to discuss the blurring lines between creativity, technology, and media on Wednesday, June 19th at 3 p.m.
Follow us @Adobe for the latest from the festival, and for those of you are here, we hope to get a chance to meet you!
Today we unveiled new global research that suggests marketing is still falling short in connecting with consumers online. Click Here: The State of Online Advertising polled consumers and marketers in seven countries across the United States, Asia-Pacific and Europe.
Among the top findings:
A significant portion of consumers and marketers feel online advertising is still not effective (consumers 32%; marketers 21%). Marketers in the U.S. and Europe were the most dismissive of online advertising.
Consumer and marketing respondents globally believe that banner ads do not work (49% consumers; 36% marketers).
Traditional media such as print and TV received higher scores for credibility and effectiveness among consumers and marketers in all regions.
One-third of respondents agreed it is valuable when a website makes personalized product and service recommendations. More specifically, respondents said they were comfortable with targeted advertising based on their behaviors (U.S.74%; Asia-Pacific 63%; Europe 71%).
The marketing profession was consistently ranked as one of the least valuable to society, although it’s viewed most positively by consumers (24%) and marketers (47%) in Asia-Pacific.
You can read the study online, and also check out our animated infographic below, highlighting a handful of top insights from the research.
To paraphrase global co-leader of McKinsey & Company’s Digital Marketing and Sales Practice David C. Edelman, the “era of creativity” in online marketing is only beginning. We just have to be smart about how we use it. We hope this research helps fuel some great discussions among marketers who want to make it better.
It’s hard to believe that another year has gone by and we’ll be back again on the sunny beaches of Cannes for the 60th Cannes Lions Advertising Festival.
We’re kicking off the week on Monday, June 17th at 10 a.m. with a panel, “You Can’t Trust Marketers.” Did you know that 80% of CEOs say they can’t trust marketers? It’s time to prove them wrong. Today’s digital marketing solutions are renewing the credibility of marketers, and putting the advertising world in a position to prove its business impact like never before.
For those of you who will be following the festival from home, follow us on Twitter: @Adobe. We’ll also be blogging highlights and capturing videos throughout the week here and on our Cannes site so check back for more.
Day two was chock full of inspiration. Our day two keynote was all about highlighting stories from creative pros with inspirational stories — many about them breaking the creativity mold. Everything from breaking the brief with Paula Scher to embracing limitations from Paul Hansen to the making-of-details from innovative creatives – Erik Johansson and Rob Legato. Watch the keynote below.
Before we closed out the day, we also hosted our Sneak Peek session, where we showcased early looks at some technologies (e.g., features/products) we’re exploring, with special guests Rainn Wilson, actor and co-creator of SoulPancake, and actress/comedian Mary Lynn Rajskub, co-hosting the evening with Ben Forta. Get the full scope of Day Two happenings from Creative Layer.
It was fun being on stage at MAX with David Wadhwani to share a few of the projects that we have been working on in XD. The team has been exploring how new form factor displays, new interactions (like touch and gesture), cloud connections and even new hardware might change how you all create and in turn how it might impact what software we need to build. And we have been having a serious amount of fun.
Although there are many explorations going on, we chose three to highlight. The first, Mighty, is our connected pen:
The Adobe “Project Mighty” Connected Pen
We actually started project Mighty, our “cloud pen” to help us focus on the future of drawing. I’ve always been a little obsessed with drawing. An early mentor of mine said: “If you can’t draw, you can’t think. I guess I took that to heart. The good news is that absolutely anyone can train himself or herself to draw. With the right tools to support you it’s a little bit like learning to ride a bike – you just have to keep doing it until you tease out your own style of drawing.
Mighty is pressure sensitive, which helps it draw a natural and expressive line. It is also connected to the Creative Cloud through the software and a local Bluetooth LE connection. We have used this connection to pull up Kuler themes and enable a “cloud clipboard” which gives you access to assets you have saved to the cloud for reuse.
Mighty was created with the help of Ammunition, the industrial design firm founded by Robert Brunner. They landed on a three-sided, twisted form that is inspired by the ergonomics of holding a pen. When a child struggles with writing, he or she is given a triangular grip that fits over the pencil. Our design takes that one step further by twisting the pen’s triangular form so that it also rests gently on the hand. It also yields a sculptural object that is both beautiful and distinct. There’s a lot of hardware technology involved in bringing a high tech pen like this to life, so we’ve been working with San Francisco-based MindTribe on the electrical and mechanical engineering.
Although we spend many hours a day behind the keyboard and mouse, we still often start the creative process as we did thousands of years ago with pen and paper. But with tablets and new input methods like Mighty, this is going to change – I am confident. Over the last year, my tablet has replaced my sketchbook. I never thought I would give up drawing in a moleskin sketchbook.
Our second exploration, code named Napoleon is complementary to Mighty. This digital ruler is designed to bring back some of the feeling of drawing with analog tools like the t-square and triangle. Adobe has been talking about building a physical drawing aid like this ever since we built our first digital drafting table, almost two years ago.
Adobe “Project Mighty” Connected Pen & Project Napoleon” Digital Ruler Working on iPad
I was originally trained as an architect, and still find great comfort and confidence drawing with these tools. There is something about the confidence of drawing a line aided by a physical device – the tactile feedback you get as you move the straightedge around – as well as the fluidity and accuracy of drawing that comes from interacting with physical objects. Our little ruler (Napoleon, get it?) creates a digitally projected edge that you can use to accurately draw shapes and lines. It just feels right.
The Adobe “Project Napoleon” Digital Ruler
We are looking at a lot of potential features for Napoleon, but a favorite of mine is snapping to vanishing points. Imagine how easy it will be to sketch in perspective, when you can use the ruler to quickly create and then snap to perspective vanishing points that are well off screen.
Finally, Project Context is the most ambitious of the three explorations. I like to think of it as our answer to “big content.” You know, just like big data, but with images and text and video and the like. Most of us have experience with printing hundreds of images and trying to pin them all on the wall or spreading them on the floor just to try to figure out the big picture. This is another good example of how something was lost when we went from physical to digital. Somehow file folders full of assets, or tiled displays of images don’t quite cut it. We think that large screens with touch and gesture interaction paired with the appropriate software design are a way to not only get back what was lost, but to take the organizing and producing experience to a whole new level.
When combined with InDesign and the Digital Publishing Suite, Context creates an ideal editorial and publishing environment for Wired and other publishers. Context offers a powerful and intuitive way to grab assets from just about anywhere, and to collaboratively organize and eventually even edit and publish them. These exploratory projects stand a much better chance of becoming real shipping products when we work with a customer to build them. We have the good fortune to be working with WIRED to build out the first version of Context as a system to support the editorial and layout process for their magazine.
Digitally enabled, cloud connected physical devices leverage the best from both the digital and the analog worlds. They could enable whole new levels of creative productivity and artistic confidence – and one of the many innovation milestones that makes an Adobe incredible place to work.
Adobe Summit EMEA, The Digital Marketing Conference, opened in London today at 9:00 a.m. local time with a keynote address by Brad Rencher, senior vice president and general manager of the Adobe Digital Marketing business. Over the course of the two day event, Summit participants have the opportunity to learn from the industry experts and network with savvy professionals who continue to push the boundaries of digital marketing and advertising, ultimately making their businesses more successful. Keynote speakers from high-profile brands like UniCredit Group, Nike Global, AKQA, Nissan Europe, Deloitte digital, BBC, SAP and SapientNitro DACH highlight the agenda, and record-setting Austrian skydiver and BASE jumper, Felix Baumgartner, will open the general session on Thursday.
We released several news announcements at Summit today including:
News about a powerful new capability in Adobe Social that predicts social content performance on Facebook to maximize engagement and ROI.
This powerful new predictive publishing capability for Adobe Social, which predicts social engagement on individual pieces of content and automatically suggests ideal timing to improve how that content will perform, will offer Facebook integration with the initial version. Additional social platforms will be added later in the year.
Adobe and SapientNitro’s expanded global partnership includes integration of the Sapient EngagedNowSM platform with Adobe Marketing Cloud. This integrated offering provides a solution for creating, delivering and optimizing consumer experiences across Web, social, mobile, and digital displays. NASCAR, E.ON and VISIT FLORIDA are among the organizations already seeing significant results using EngagedNow with Adobe Marketing Cloud.
Additional benefits for customers include:
Complete hosted and managed services for Adobe Marketing Cloud solutions from SapientNitro with EngagedNow
Ready-to-use integrations built specifically for key verticals, including travel, sports and entertainment, retail, and financial services, that help make development and deployment more efficient
Built-in operational efficiencies from the integration of EngagedNow and Adobe Marketing Cloud that streamline creative, delivery, and measurement workflows for better performance and cost savings
The report analyzes 150 billion visits to 1,500+ websites to provide an overview of how consumers are using mobile devices worldwide. In addition to trends in social media, video content consumption and ecommerce from the past 12 months, the study features key findings on which mobile operating systems and device manufacturers are helping drive the most web traffic globally.
The iPhone has been gaining ground since being offered on the Verizon network (February 2011), and again became the primary driver of smartphone browsing in the US during Q4 2012, after trailing Android phones for two years. In addition, iPads accounted for nearly early 80% of all tablet browsing in the US in February 2013, up 10 percent from last year.
Today we shared more insights on the transformation of MAX, The Creativity Conference (May 4-8, 2013, Los Angeles Convention Center & Nokia Theatre) and announced a packed lineup of keynotes, luminary sessions, training workshops and sneaks presented by the best in the industry: graphic designer and illustrator Paula Scher, multimedia artist Phil Hansen, designer and writer Rob Legato, photographer Erik Johanssonand EA chief creative officer Richard Hilleman.
MAX will convene more than 5,000 industry leaders to exchange ideas, get inspired and explore how creativity is changing the world. The conference will feature highly anticipated MAX keynotes hosted by senior vice president and general manager of Digital Media, David Wadhwani that will explore the dramatically changing creative process and major advancements in technology. Adobe is expected to unveil a milestone update to Adobe® Creative Cloud™ at the event.
Luminary sessions will expose attendees to new ways of thinking about creative projects and some of most innovative, boundary-pushing, experimental work out there. Highlighted luminary sessions include: Jessica Walsh (design): The Importance of Play in Innovation; Greg Gorman (photography): Celebrity Portraiture: Behind the Scenes with Greg Gorman; Jeffrey Zeldman (Web): Ten Commandments of Modern Web Design; karlssonwilker (design): Creativity, Technology, and karlssonwilker; Jacob Rosenberg (video): Dust to Lightning: The Unique Storytelling of Bandito Brothers; Scott Belsky (Web): Behance: Connecting the Creative World and more!
In reimagining every aspect of Adobe MAX, the company challenged designers to rethink the MAX brand and design a new logo that embodied the new creative spirit of MAX. Top design firms and studios, including Sagmeister and Walsh, karlssonwilker, and Vasava applied their unique vision to the challenge. Design enthusiasts were invited to watch the creative process in action as Jessica Walsh of Sagmeister and Walsh hosted a live 24-hour redesign session featuring a single design material. The redesigned logos can be viewed here.
For more details on what we have in store for Adobe MAX this year, check out today’s press release, here.
Follow us on the MAX blog and @AdobeMAX leading up to and during the conference and join the conversation with #AdobeMAX.
The next version of Adobe video tools has been developed with features created in direct response to the needs of filmmakers, broadcasters and video professionals. In fact, the multiple Academy Award winning Coen brothers have been working directly with the Adobe Premiere Pro product team and are switching to Adobe Premiere Pro for their next feature film slated for late 2013. More on that here.
In addition to our tools, we announced Adobe Anywhere for video – a modern, collaborative workflow platform that empowers teams using Adobe professional video tools, to work together accessing and managing centralized media and assets across virtually any network. Adobe Anywhere was revealed as a technology preview in 2012, and will be showcased at NAB this year, and is expected to be available in May 2013.
At NAB, we are discussing the fusion of new media and filmmaking. On Sunday, April 7, at 10:30 a.m. in room N250, Adobe will lead the Post|Production World keynote titled, “From Concept to Delivery: The Fusion of New Media and Storytelling.” The panel will feature Adam Pertofsky, editor and partner at Rock Paper Scissors, Bayan Joonam of Soul Pancake, Rainn Wilson’s production and media company, and Patrick F. X. Murphy, Visual Effects Supervisor and Animation Director for “Annoying Orange” on Cartoon Network, who will join moderator Mark Randall, chief strategist for Adobe, to discuss how creativity and technology work together. Watch the panel next week here.
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