Results tagged “featured-post”

The golden era of the Adobe Originals type design program

As the Adobe Typekit team announced in May, 2014 marks the twenty-fifth anniversary of the Adobe Originals type design program. In celebration of this milestone, the Typekit crew has been exploring the history of type design at Adobe and showcasing many of the talented designers and visionaries that have been involved in the program over the past quarter-century. The team is about halfway through the Adobe Originals Silver Anniversary blog series, authored by Tamye Riggs, a longtime lover of type and the people who make it. Check out how the Originals program began, and how the type group helped Adobe co-founders John Warnock and Charles “Chuck” Geschke change the world of publishing forever.

No 1: A typographic revolution begins Explore the early days of digital typography, but first, take a step back in time to the days of molten wax, razor-sharp X -acto blades, and toxic phototypesetting chemicals. Who knew publishing could be such a hazardous endeavor?

No. 2: Sumner Stone paves the way for a renaissance in type design Witness the birth of the Adobe Originals program from the perspective of the rock stars of the original Adobe type team—Sumner Stone, Robert Slimbach, Carol Twombly, and Fred Brady.

No. 3: Stone, Slimbach, and Twombly launch the first Originals Discover the first game-changing typefaces developed under the Adobe Originals program and find out how the illustrious Adobe Type Advisory Board helped further Adobe’s reputation as a creative, quality-driven organization and a serious contender in the realm of type design.

No. 4: The Originals team kicks into high gear Learn all about the rapid growth of the Originals library, driven by excitement and the early prolific output of type designers Carol Twombly and Robert Slimbach and their colleagues. Take a fascinating journey with Sumner Stone as he embarks on his first outreach efforts in Japan.

No. 5: Expanding the Originals Discover what it was like for the team after Sumner Stone left Adobe Type, and how Robert Slimbach and Carol Twombly took the reins to drive the Originals program to new creative heights. Keep up with the rest of the series via RSS by bookmarking this series.

Adobe a Strong Performer in The Forrester Wave™: Digital Experience Delivery Platforms, Q3, 2014

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Earlier this week, Forrester released its inaugural Wave report for Digital Experience Delivery Platforms. In it, the analyst firm took a close look at the 13 most significant software vendors in digital experience delivery, and it did so across 29 criteria.

While Forrester listed no Leaders in its first of the kind report, we’re honored that Adobe was referenced as a “pioneer” among “Strong Performers” and was positioned highest in current offering with “best-of-breed” solutions. We were also placed among the top two vendors when it came to strategy.

In considering Adobe for the report, Forrester focused on Adobe Marketing Cloud, which brings the ability to understand customer context and personalize content delivery. Adobe Marketing Cloud includes a broad set of leading solutions to support digital experience delivery, such as Adobe Experience Manager for web and app experience management; Adobe Campaign for cross-channel campaign management; Adobe Analytics for advanced, real-time web and mobile analytics; Adobe Target for A/B and multivariate testing, targeting and optimization; and Adobe Social for social marketing.

Our Loni Stark took a closer look at the report and the digital experience delivery industry in this post. We encourage you to take a read, and also to download a complimentary copy of the Forrester report here.

“The New Creatives Report” Is Here, and It’s Good News

We all love talking about creativity, but we seldom take time to examine the state of creative professionals themselves. For those of us who chose a creative career, are we happy we did? What inspires and motivates creative professionals to do their greatest work? How do Creatives feel about the pace of change in the industry?

NewCreativesStudy

Today we released some striking research to delve into what really makes the creatives tick. We’re calling it “The New Creatives Report,” and it’s based on a survey of more than 1,000 U.S. creatives – all designers, photographers, illustrators and the like. Some of it really surprised me, and all of it reinforced something that I already believe: creative professionals are taking the reigns on their careers and, with new technology and shifts in the creative industry, have the wind at their backs.

A few top takeaways from those we surveyed:

Creative professionals are creating FOR mobile, and want to create WITH mobile. Seven out of 10 say they create content specifically for mobile, and 87% of those say it’s had a positive impact on their work. They also want to create on mobile devices, with tablets being an up-and-coming device of choice. Survey respondents also said “app development” is the #1 sought-after skill in the upcoming year.

Social media is becoming a top source of inspiration. Gone are the days that we relied solely on museums and trade publications for inspiration. Twice as many creatives see social media as the best source of inspiration compared to more traditional sources. And almost 1/3 cite inspiration and collaboration as their top reasons for participating in online creative communities. And it is interesting to learn that, when it comes to online creative communities like Behance, “inspiration” and “collaboration with others” are valued even more than things like self-promotion or job prospecting.

With opportunity comes great responsibility, and the pressure is on. When we asked, “what keeps you up at night,” the top answer was “pressure to deliver creative ideas and content faster than ever.” This pressure is on top of a lot of change in their roles and the industry: Almost half think their own role will change in the next year, and over three quarters say the industry is changing rapidly with new technologies as the top driving force behind the change.

Versatility and Optimism! 96% of Creatives surveyed are happy in their careers and 88% believe they have a strong influence on their companies and clients. Quite striking, and I’m pretty sure that there isn’t another career out there that would have those kinds of numbers. Creative work is a labor of love.

New Creatives Report - What Motivates You

I’m speaking at the Cannes Lions Festival of Creativity today. If you’re here, come stop by my session and let me know how our research strikes you – or you can connect with me on Twitter (@scottbelsky) or leave a comment here. Below you can check out the full study, very cool infographic done by Non-Format, and an Adobe Voice piece with more details on the research. And if you’re curious about what Adobe is doing next, be sure to check out our big event on Wednesday. We have some fascinating stuff in the pipeline that my colleagues and I are excited to share…

The New Creatives Report – June 2014
Highlights of the findings via Adobe Voice

The New Creatives Report – June 2014 Infographic

Random Acts of Creativity

How many times have you gone for a walk and realized you had no recollection of what you saw along the way? How great would it be if there was a moment of creativity on that walk that made you stop, take notice, and feel inspired? Perhaps it would spark your imagination to want to create a similar experience for other people.

This is why we’re starting a new program we’re calling “Random Acts of Creativity – to spur spontaneous moments of creativity in everyday life.

Random Acts of Creativity

Random Acts of Creativity starts Wednesday, June 18 featuring Behance artists who will build creative installations in public places for all to enjoy and experience. The first Random Act will take place at our June 18th Creative Cloud event, in New York City, and additional projects can be seen in Cannes, France, Tokyo, Japan and San Jose, California all on the same day. If you are in these cities, come on by and see the creations in action (Click the city link for a map to the project). We’ll also share images and videos of these projects online, on our Random Acts of Creativity profile on Behance, which we will continue to update with future creations.

June 18th is just the beginning. We hope to see more Random Acts created by members of our community.

If you had some time, the space, and some supplies – what kind of random act would you do? Would it be big or small? It could be something beautiful or inspirational that you give to people, or you could make something in public that people could experience.

Are you starting to germinate a great idea but don’t know how to get started or have the means to do so? Share your idea with us. Simply post your ideas on Behance, Twitter, Instagram, or Google Plus using #CreateNow. We may be able to help you bring your ideas to life…

And when you create something, be sure to capture it in pictures and video and share it on social media using #CreateNow. We will curate all the projects on Behance.

Creativity can happen anywhere – it just takes a little inspiration and a lot of passion. We can’t wait to see what you create.

Newsweek Ranks Adobe World’s Greenest IT Company

As a global company, we feel it’s our responsibility to not only manage our environmental impact, but to actively improve it. This commitment to the community has been a part of our culture since we began, and we continually seek new and creative ways of maximizing efficiencies for our business while also minimizing our impact on the environment.

newsroom-marquee-sustainability.jpg.adimg.w.709For instance, Adobe is among a handful of Fortune 500 companies to achieve carbon neutrality at our owned facilities in North America in 2013. We are also a founding partner of the U.S. Green Building Council’s Building Health Initiative and an early adopter of new renewable-energy technologies, including Windspire wind turbines and Bloom Energy. Today, Adobe is considered the most water-productive software company on the planet, generating over $5 million in revenue for every cubic meter of water used.

These accomplishments stem from a core belief: It’s not enough to silently work towards a more sustainable future. We believe in the value of transparently communicating our progress and our commitment so that others might be inspired to take action. That’s why, each year, we release a corporate responsibility report that clearly outlines what we’re doing to help reduce our impact, all verified by third-party experts.

This year, we’re honored to be ranked the second greenest company in the United States and the third greenest in the world, according to Newsweek’s 2014 Green Rankings. In the category of IT companies, Adobe tops the list both in the U.S. and globally. Released just this week, these rankings are based on data evaluations of the world’s 500 largest companies, compiled by independent research company Corporate Knights Capital and sustainability experts from NGOs, academic, and accounting organizations. Companies are scored on eight specific indicators, including “productivity” in energy, greenhouse gases, water and waste. They also take into account the existence of a sustainability board and third-party environmental metrics, as well as “sustainability pay link,” which attempts to tie the earnings of senior executives to the achievement of certain corporate environmental targets. You can learn more about the ranking methodology here.

While we’re proud of what we’ve accomplished thus far, we will keep pushing forward to improve results for our employees, our communities and the planet.

For more information on our corporate responsibility program, please visit http://www.adobe.com/corporate-responsibility.html

How to Capitalize on the Golden Age of IT Innovation

In May I hosted Adobe’s annual CIO Innovation Forum, partnering with leading Silicon Valley venture firms – including Canaan Partners, Greylock Partners, SierraVentures and Sutter Hill Ventures — to help foster enterprise innovation.  During the event, the Adobe IT team and leaders across the organization were able to learn about emerging companies that are commercializing innovative, market-changing technologies.   The event challenges my team to think differently about the business and spark new ideas for how we can continue to innovate in Adobe IT.   One of the investors kicked-off the event with an inspiring comment:  “We are truly in a golden age of IT innovation.”

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As a serial CIO, with more than 25 years of experience, I couldn’t agree more.  We have reached an inflection point within information technology (IT) where the conversation is moving from cost to value.   IT is no longer focused on back-office infrastructure.  In a digital world, the function has transformed to help unearth valuable data insights and define the future of products.  Given the historical and deep knowledge with big data, security and infrastructure, the IT function plays an integral role in delivering delightful customer experiences across all digital platforms.

I elaborated on the IT transformation at Adobe’s EMEA Digital Marketing Summit, which brings together marketing and IT decision makers who are looking for ways effectively reach consumers through digital marketing solutions.   On a panel addressing how the Marketing and IT relationship has been reinvented, my fellow panelists and I discussed the convergence between IT and marketing with the ability to take data capabilities in the IT organization and merge it with marketing aspirations.  The Marketing and IT partnership is tighter than ever; both functions are working synergistically to implement and manage digital technology and leverage data insights to provide personalized experiences.

It is an exciting time in IT, from the role the function is playing in developing products and solutions to the new partnerships that are being forged to drive business impact.   I believe there are a number of fundamental tenets that will help IT leaders capitalize on the golden age of IT innovation:

  • Shift to a Services Model:  IT leaders need to shift their organization from a delivery model to an end-to-end services model.    Move from a project management and back-end infrastructure role to taking on the total cost of ownership in developing services that help drive the profits of a company.  With this model IT specialists have an ongoing partnership with the business, product, and marketing organizations and are embedded into those teams.
  • Build New Skill Sets:  The next generation of IT is re-defining the skill set and competencies of people in the organization.  IT Specialists need to have an end-to-end services mindset where they work on smaller teams for longer periods of time and take a “you build it, you run it” approach.  IT specialists also need to think more like marketers, as data is deeply embedded in the process of creating, targeting and delivering personalized experiences to customers.
  •  Think Like a CEO:  The CIO is in the unique position to see the entire spectrum of the company’s operation and business.  As CIOs’ influence broadens, they must think like a 21st century CEO having a strong acumen around running a business (P&L), anticipating customers’ needs, innovating experiences, and understanding the competitive environment.
  •  Entrust the Business:   Leaders need to ensure they are prioritizing the projects that will truly drive business impact.  Entrusting projects/initiatives to other groups or vendors is a very smart and strategic decision.  By doing so, resources are freed up to focus on IT innovation and initiatives that help drive business revenue.

 I am energized by the opportunities that lie ahead in IT.  Never before have I seen the level of partnership and integration across the organization, than I have seen today.  We are breaking down the barriers and silos and forging a new path for the next generation of IT.

Celebrating 25 Years of Original Type at Adobe

Good typography is something everyone sees but no one notices. – John Warnock, Adobe co-founder

In the mid- to late 1980s, designers rapidly embraced the brave new world of desktop publishing, and demanded more and better typefaces to use in their projects. In response to those cries for creative help, Adobe launched the Adobe Originals program in 1989, resulting in one of the world’s finest libraries of quality digital typefaces.

To celebrate the twenty-fifth anniversary of Adobe Originals, we’re exploring the world of type at Adobe, and showcasing the talented designers and visionaries contributing to this amazing body of work. You’ll hear typographic tales from the original Originals team—Sumner Stone, Carol Twombly, Robert Slimbach, and Fred Brady—along with other current Adobe type team members and illustrious alumni.

From left to right: Jim Wasco, Robert Slimbach, Carol Twombly and Fred Brady.

From left to right: Jim Wasco, Robert Slimbach, Carol Twombly and Fred Brady.

People known for their love of type, including Stephen Coles, Roger Black, Marian Bantjes, and Jessica Hische, will offer their thoughts on the Adobe Originals and how these designs have helped shape the modern typographic landscape. We’ll delve into the history of type at Adobe, and highlight some of the exceptional typefaces we’ve released over the past quarter-century. Miguel Sousa, Paul Hunt, and Frank Grießhammer, the most recent additions to our team, will talk about what it’s like to design type at Adobe today.

Introducing Source Serif: A New Open Source Typeface from Adobe

What better way to celebrate 25 years of typeface design at Adobe than to release a new typeface? Source Serif, our 100th typeface family and our gift to the community, is now available for web and desktop use through Typekit. Read our post on Source Serif to find out everything you could ever want to know about this new open source typeface and how it works with its partner, Source Sans.

Source Serif

An Adobe Originals Summer

We have an exciting summer of typographic content planned for our blog readers. I’m especially pleased to introduce Tamye Riggs, our author for the upcoming Adobe Originals series. Tamye and I have been having a fantastic time conducting interviews and finding wonderful things to share with you. She’s the perfect type-obsessed writer to help us tell the story of Adobe Originals. The fun begins later this month—stay tuned!

Want to keep up with the upcoming Adobe Originals series? Bookmark the RSS feed.

 

Create and Deliver Dynamic Mobile eLearning Content in a Snap

adobe_captivate_8Today, we are pleased to announce the availability of Adobe Captivate 8, our category-leading eLearning authoring tool. Adobe Captivate 8 software addresses the realities of today’s device-abundant world where authors are expected to cater to the learning needs of a mobile users and drastically reduces the authoring effort by allowing trainers and educators to create once and deliver multi-screen responsive content without programming.

Adobe Captivate 8 includes several new features to create and deliver impactful mobile eLearning quickly and easily. With Adobe Captivate 8, developers can leverage device-specific capabilities such as GPS to deliver timely, location-aware content to learners, and gesture-based navigation to allow learners to tap, scroll, pinch, and swipe their way through courses. Additionally, Adobe Captivate 8 enables device aware eLearning by automatically detecting a learner’s device and delivering the most appropriate experience for it.

“Adobe Captivate 8 is a game changer,” said Josh Cavalier, president, Lodestone. “Tablets and Smartphones have become the primary way we consume information, and the new responsive design capabilities allow eLearning developers an innovative way to easily create engaging content for different form factors.”

There’s lots more to Captivate 8. Change your game and start creating and deploying your mobile content today.

Are We Enlightened Marketers?

In the 17th century, England had a water quality problem. The water was dirty, and it made you sick, so people chose to drink less of it – it was safer (and a bit more fun) to drink beer instead. They’d even have a little bit with breakfast. But by the middle of the century, a new beverage came on the scene: coffee. People started to spend a little less time gathered in the pub drinking depressants, and a lot more time in coffee houses drinking stimulants – and when they switched their fuel from beer to coffee, they started talking – fast – about big, important ideas. That’s when the Enlightenment really started to take off.

I told this story today on stage in London at EMEA Summit – which I see as the one of the “coffeehouses” where marketers are coming together to discuss some of the biggest issues facing the industry today. It’s an interesting way to start the conversation, not just because some of the attendees might have indulged in a little pre-Enlightenment lifestyle the night before, but also because I believe that marketing is on the verge of its own big transformation.

Digital is transforming businesses, and it’s challenging marketers at every level. Systems across the business are becoming more connected, moving marketing towards the center of the enterprise and offering more touch points for marketers to connect companies and consumers. And the pressure on marketers is higher than it’s ever been to engage consumers across channels and to demonstrate real ROI for their businesses.

We need new ideas to make that happen, and new ideas don’t normally surface in isolation – they come from being exposed to networks of thinkers who are wrestling with the same challenges we are. But it’s going to take all of us, on a personal level, committing to doing things differently than we’ve ever done them before.

It is harder than ever to work in marketing – but in spite of this, we see some companies that excel where it seems impossible. These are the companies that seem to already be operating with an enlightened approach to digital, and we want to know what’s making them so good. They’re the best of the best in digital marketing, and we hear stories about them all of the time.

We wanted to know empirically what it meant to be one of the best of the best, so we looked across industries with our Digital Index research to find out what makes the difference between getting by and being best in class. What we found was dramatic: in the travel and retail verticals, best-in-class marketers posted a 200% higher conversion rate. The best marketers in finance had 50% higher stickiness. (See all Best-of-the-Best Research results)

But as we dove even deeper into the best of the best, we realized something staggering. It’s not just that the best of the best are hitting amazing marks in conversion, stick rate, visit depth or consumption – it’s that they’re getting better at a faster rate than anyone else. They’re actually accelerating the performance curve for everyone. And, when we dug a little deeper into “why” the best of the best are accelerating, we found that theme that emerged from their organizations – the fuel driving their explosive growth – is the maturity of their marketing.

There’s a big difference between age and maturity. If you’ve been at something for a long time, that doesn’t automatically mean you’re great at it. When we think of mature marketers, we see them as deeply fluent in three key areas: products, processes and people.

To be a highly mature marketing organization, you need products that are best in class and that are integrated around data and content. You need processes that span the organization and catalyze change. And you need people with the abilities and competencies to take on new challenges in an era of digital. And you need to work effectively across all of these dimensions. They either enhance our capabilities as marketers, or they create drag on our work that we may not even notice.

To be a best-in-class marketer, you need to be aware of these issues in your organization, and take action on them. But how? It’s not enough to theorize about the “Three Ps.” You want to deconstruct these concepts, understand them, benchmark them – and then plan against them.

In our research, we wanted to call out the gaps that exist between where we are as organizations, teams and individuals – and where we want to be. If we could do that, we could begin to figure out how to put the three Ps into alignment just like the best of the best are doing, and accelerate marketing across the board.

But to get the data we wanted, we had to get creative. The tools to measure what we were looking for simply didn’t exist. So we created the Adobe Digital Marketing Maturity Assessment – a set of 44 targeted questions designed to tease out insights about how marketers rate their products, processes and people. (Check out Adobe’s Maturity Self-Assessment Tool) We tested more than 650 customers around the world, and it generated some incredible data about our industry.

As a whole, marketers feel like we’ve made some great strides in order to respond to the demands of digital – but we still have a long way to go before we can ace this test. The average maturity assessment score was a 2.2 out of 5, and the best-in-class marketers averaged a 3.4. On products, marketers are good with analytics, segmentation and targeting. But we have real gaps in advanced capability in mobile optimization, data integration and automation. On process, we do well with communicating with segments, but we can do better on attribution and efficient content creation. And in people, we have a good handle on strategy – but we need more people trained and skilled to make strategy real. Overall, none of these results are necessarily good or bad. They simply uncover some of the detail in aligning the 3 P’s to get best in class results.

These numbers also show us that the majority of marketing organizations have to work on each of these areas if we want to mature our marketing. It looks like a long way to go to get from a 2.2 to a 5.0 – but it’s a huge opportunity. And a good way to get started is to take a close look at ourselves – what are our strengths, and what do we need to learn from others, in order to become the best of the best?

If you can understand yourself, you can train your sights on the new ideas and new ways of thinking. And when you’ve identified the most fruitful opportunities for you to develop professionally, and for your organization to evolve, you can work your way from average to best-in-class – and drive our industry towards a more enlightened form of marketing.

Adobe unveils new marketing cloud innovations at Summit London

maxresdefaultToday Adobe kicked off Summit London.  With close to 4000 marketers from around the world and hundreds of leading brands in attendance, this years’ digital marketing conference in Europe focuses on how marketers can take the big leap to reinvent themselves and become digital marketers that embrace data and algorithmic technologies to reach their customers with more meaningful content. During the opening session Brad Rencher, SVP of Digital Marketing, and industry thought leaders are introducing innovations to help marketers through this transformation.

New algorithm advancements across Adobe Marketing Cloud now enable marketers to accurately forecast the outcome of advertising campaigns, maximizing performance and optimizing them in real-time. New capabilities help predict and respond to browsing and purchasing behaviors of visitors to web sites. And, Adobe launched Adobe Marketing Cloud Exchange, a new app marketplace that extends the functionality of all six Adobe Marketing Cloud solutions. The main announcements include:

  • A major update to Adobe’s digital advertising platform, Adobe Media Optimizer, helps marketers increase the performance of search ad campaigns across Google, Yahoo/Bing and other major search engines by up to 25% across desktops and mobile devices. New audience management capabilities allow users to efficiently manage and optimize remarketing lists for Google search ads and with look-alike modeling, marketers can identify new prospects whose characteristics and behaviors are similar to top customers, further extending the reach of each ad campaign. More in the AMO release.
  • A significant new release of Adobe Analytics introduces Live Stream to enable marketers to view sub second, raw customer data and respond in real-time. The live data stream can be broken down to understand micro trends and used in a variety of ways including real-time campaign personalization and insights into live purchasing behaviors. New Decision Trees help predict the most likely decisions a visitor will make while browsing web sites and target them with highly personalized information to complete the purchase of a product or service. More in our Analytics release.
  • Adobe Marketing Cloud Exchange, a core service in Adobe Marketing Cloud, is a new marketplace for pre-built integrations and apps between Adobe solutions and third-party technologies like Google DDM, Microsoft Dynamics CRM, and Tableau. It extends the functionality of Adobe Marketing Cloud, integrates additional data sources, and enhances the master marketing profile. The Exchange hosts over 150 apps, is used by more than 1,200 major brand customers worldwide, and was solely built to serve the needs of digital marketers. View the new marketplace.

All new advancements feature intuitive UIs that are consistent across Adobe solutions and make it easy for marketers to leverage big data across the different marketing channels. To learn more about Marketing Cloud, watch the keynotes live or on-demand or get more information about the more than 80 sessions, visit our Summit EMEA site.

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