Adobe’s response to new vocational courses

ukadobe

July 05, 2013

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Mark A’Bear, UK Education Manager, Adobe UK responds to the news that the Government plans to introduce a raft of new vocational courses from 2016:

“Yesterday’s announcement by the education secretary is a positive step forward that will support young people in developing real-world skills they will later need in the workplace. The question I would raise, is whether these mooted vocational courses extend to design and creative subjects, such as gaming and web development.

Education changes lives, and providing students with vocational skills that are valued by those in industry enables both businesses and young people to fulfil their potential. Historically, education has been far too focussed on raw academic qualifications. Education shouldn’t be about being able to tick a certain box – it should instead be about the underlying skills that having a certain qualification demonstrates.

Should today’s proposals omit design and the wider creative arts, it would be an opportunity missed and could threaten the future success of the UK’s creative industries, which currently constitute one of the fastest-growing sectors in the country. The UK is renowned for its creativity thanks to its successes in fashion, art, design, film, food and music, and as such, it is imperative that we ensure creativity and design are an integral part of these planned vocational qualifications.”

At Adobe, we’ve been doing our bit to support vocational learning, most recently by offering young people the opportunity to gain practical technology and creativity skills, as well as learn about the world of gaming and design, through our Adobe Generation online courses. In addition, we have been extending student access to Adobe technology and helping institutions meet students’ increasing demand for access to the latest technology, through the Eduserv Adobe ELA Framework Agreement. This three year license agreement will enable Further Education (FE) and Higher Education (HE) institutions to deploy the latest version of Adobe’s Creative Suite across the entire campus, as well as on staff computers, for the first time.

Red Bull Collective Art Hits London for 3 Day Exhibition

ukadobe

May 23, 2013

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Adobe UK, Adobe, Red Bull Adobe, Red Bull Collective Art, Create Now, CreativityRed Bull, in partnership with Adobe, has just made art history! And we’re inviting members of the public to be part of it when it hits London as part of a three day exhibition from 5 – 7 June 2013. After taking in LA, Oslo and Mexico City, London will host the Red Bull Collective Art exhibition, in partnership with Adobe, at Red Bull Studios, London Bridge. The exhibition is free of charge and open 11am – 5pm each day.

But what is it all about? Well, in a nutshell, more than 2,000 individual pieces of artwork (90% of which, were created using tools available in Adobe Creative Cloud) have been brought together to create one piece of ‘collective art’ measuring a massive 1.3km in length – that’s 500m longer than the tallest building in the world, the Burj Khalifa.

Back in February, we announced our partnership with Red Bull Collective Art, a project which gave creative talent from across the globe – including everyone from designers and artists, to photographers and publicists – the chance to take part in creating the biggest and most original piece of artwork the world has ever seen.

The project saw contributions from 85 countries and brought ‘Cadavre Exquís’ into the digital age by layering multiple pieces of art created by different people to make one collective piece. Of the 2,000 people that took part, 500 submissions were from the UK, testament to the extraordinary creativity of our nation. Each contributor had one hour to put their artistic stamp on the final piece of artwork, which is now being exhibited in a variety of unique settings around the world, giving members of the public the opportunity to see this ground-breaking piece of art.

To learn more about the project, you can visit the website where you can browse and interact with the inspirational pieces of art from around the globe. You can also follow the social journey using #CreateNow and #RedBullCollectiveArt.

collective art 2

Proving the worth of Facebook ads

The @AdobeUK Team

August 10, 2012

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Marc Blinder, Director, European Operations, Adobe


Just as data from the computer age helped shape finance in the 1970’s, it has also become the digital revolution’s gift to marketing. Gone are the days where marketers are on the back foot as to justifying how their campaigns are working; the availability of real time data gives them instant access to exactly what is and isn’t working on their campaign so they can tweak and optimise it accordingly. This coupled with the availability of tools which predict and measure campaign results, has given marketers a much bigger say into the company strategy and budgets – much like the role of the finance team.

In order to get to this stage however, marketers need to understand exactly which metrics to measure for each channel, in order to successfully play back that channel’s ROI in the boardroom. With the ease of capturing behavioural data online there’s certainly no shortage of such metrics, but the trick is to know what key indicators are important for each channel and observe these accordingly.

Take Facebook ads for example. There has recently been some interesting debate around just how effective this form of marketing is. On one hand, reports have suggested Face­book adver­tis­ing is not very effec­tive and in com­par­i­son to Google pro­vides sig­nif­i­cantly less value. Other reports however have highlighted brand successes through the same method which begs the question, are people measuring this form of marketing correctly?

Typically, Facebook ads should be mea­sured by soft and hard met­rics. Soft metrics include reach and engage­ment and hard metrics include the impact on rev­enue, profit, mar­gin and offline store sales across all mar­ket­ing and sales chan­nels of a business. Where some marketers have struggled in the past however is because they feel that social chan­nels should be mea­sured using the same mea­sure­ment mod­els and account­abil­ity as search mar­ket­ing efforts.

Unfortunately, this method is flawed because consumers are not spending time on social chan­nels to imme­di­ately buy goods and ser­vices, like they often are when engag­ing in online searches. Instead, they tend to use social plat­forms to con­nect with their friends, social­ise, share con­tent, and par­tic­i­pate in dia­logue around things that they are expe­ri­enc­ing and think­ing.  Advertising on Face­book, for brands who don’t sell online games or flash deals, is more like adver­tis­ing on TV – it increases the likeliness to buy, but it often takes time for a user to convert.

Read on for some common themes we have seen from some of our clients’ suc­cess­ful Face­book campaigns….

  1. Sig­nif­i­cant and sus­tained ad budgets – suc­cess­ful Face­book cam­paigns must have mean­ing­ful ad bud­gets with sig­nif­i­cant reach, as a Facebook ad only sees the desired effects when it reaches a sig­nif­i­cant per­cent­age of users.
  2. A strate­gic long term view –  the best social cam­paigns are well thought out with strate­gies designed to build audi­ences and engage with them in a mean­ing­ful way, so they: 1) grow a fan base, and 2) increase loy­alty to the brand. For the mar­keter this means a strat­egy to cre­ate mean­ing­ful con­tent that is rel­e­vant to the fan base at a given point of time, and con­stantly updat­ing con­tent so that the mes­sage remains fresh.
  3. Data is used as an asset – the remark­able thing about Face­book adver­tis­ing is both the tar­get­ing and data that the adver­tiser can obtain with appro­pri­ate per­mis­sions from the user. A good exam­ple is to build apps where the user vol­un­tar­ily agrees to pro­vide infor­ma­tion and then launch and mar­ket to them with the sup­port of Face­book ad buys. Through this, the ad buys drive audi­ences to the app and the data from the app can be lever­aged to make the app expe­ri­ence more inter­est­ing and the whole process more effi­cient.
  4. Good con­tent is key – adver­tis­ing will have min­i­mal impact if you don’t have mean­ing­ful con­tent. You need a good com­mu­nity man­ager and mod­er­a­tor to under­stand when to place con­tent, what con­tent to place and how to mea­sure the effi­cacy of con­tent. If you fail to develop good con­tent, your fans and the Face­book plat­form will ignore your mes­sage.

Former Multi-Channel Advertising Technology from Efficient Frontier is Now Adobe AdLens

The @AdobeUK Team

July 18, 2012

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 We’re excited to announce that our multi-channel adver­tis­ing opti­miza­tion tech­nol­ogy acquired from Effi­cient Fron­tier has now been rebranded Adobe AdLens. This uni­fied solu­tion for opti­miz­ing search, social and dis­play adver­tis­ing has been enhanced with a new user inter­face inte­grated into the broader Adobe Dig­i­tal Mar­ket­ing Suite. AdLens also offers data inte­gra­tion with the Dig­i­tal Mar­ket­ing Suite to pro­vide cus­tomers with improved ad opti­miza­tion, accu­rate fore­cast­ing, and sim­ple deployment.

With the Dig­i­tal Mar­ket­ing Suite inte­gra­tion with AdLens, large data sets can be used for ad opti­miza­tion, cus­tom analy­sis and report­ing in real-time. Through ease of deploy­ment, AdLens cus­tomers can quickly real­ize ROI from adver­tis­ing opti­miza­tion with a com­pre­hen­sive view of their dig­i­tal adver­tis­ing spend. This native inte­gra­tion with real-time data will allow Dig­i­tal Mar­ket­ing Suite cus­tomers to rapidly deploy AdLens with min­i­mal effort and no man­ual inte­gra­tion or cum­ber­some data feeds.

Avail­able now, dig­i­tal mar­keters and adver­tis­ers using AdLens will ben­e­fit from these fea­tures and capabilities:

  • Uni­fied View of Multi-Channel Cam­paigns—See which chan­nels and cam­paigns are impact­ing key busi­ness met­rics, such as con­ver­sion and revenue.
  • Multi-Channel Strat­egy Exe­cu­tion from Uni­fied Inter­face—Cam­paign man­age­ment and opti­miza­tion for search, dis­play and social chan­nels. Appli­ca­tion pro­gram­ming inter­face inte­gra­tion with Baidu, Face­book, Google, LinkedIn, Yahoo, Bing and Yan­dex, as well as real-time bid­ding inte­gra­tion with lead­ing ad exchanges and supply-side platforms.
  • Flex­i­ble Attri­bu­tion Mod­els and Accu­rate Fore­cast­ing—Move from an over-reliance on “last-click” attri­bu­tion to flex­i­ble mod­els that can accu­rately fore­cast which chan­nel, or com­bi­na­tion of chan­nels, will deliver results for chang­ing goals and budgets.
  • Seam­less Work­flow from Insight to Action—Uniquely auto­mates opti­miza­tion, enabling mar­keters to pur­chase more of what is work­ing based on proven bid­ding mod­els and algo­rithms. Mar­keters still main­tain con­trol at every step of the process.
  • Updated User Inter­face—New UI pro­vides many capa­bil­i­ties famil­iar to search mar­keters, as well as break­through fea­tures such as inline edit­ing for quick changes, advanced fil­ter­ing for large adver­tis­ers with mil­lions of key­words, and auto­mated cus­tom labeling.

We’ll keep invest­ing in industry-leading work­flow and data visu­al­iza­tions to allow mar­keters to quickly drill into data across all online chan­nels to find unique insights and auto­mate action. AdLens will keep expand­ing with addi­tional func­tion­al­ity as well as inte­gra­tions with other prod­ucts in the Dig­i­tal Mar­ket­ing Suite so check it out and let us know what you think!

- Bill Mungo­van is the direc­tor of prod­uct man­age­ment & strat­egy, Adver­tis­ing Solu­tions, for Adobe’s Dig­i­tal Mar­ket­ing Business

CreativeWeekUK starts with industry-wide debate on creativity

The @AdobeUK Team

July 10, 2012

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The UK’s first ever Creative Week is finally here! The event, which is a celebration of the creativity in the UK, kicked off on Monday with an overview of the creative industries – and what an overview it was!

And if you missed the live show, don’t worry because the sessions are all available on-demand here at the end of each day. That’s also where you can stay tuned for all the action during the rest of the week. Whether you’re a design nut, film buff, mobile fiend or photography pro, there’s something for everyone, so stay tuned!

 

We kicked off the creative industry overview with a lively panel discussion between Brendan Dawes, Joel Gethin Lewis and Dr Chris Gerry who gathered in the studio with presenter David McClelland to discuss if creativity can help drive the UK out of recession. With the magnificent setting of Tower Bridge behind them, the debate flowed for almost an hour, and those watching online had their say too with a whopping 88% of people that took part in our daily poll agreeing that creativity is a huge factor in stimulating economic growth and solving problems.

The evangelist demos and show-and-tell sessions that followed included jaw-dropping tips and tricks for Illustrator CS6 and Photoshop CS6, which were all received with relish and resulted in our #CreativeWeekUK Twitter followers going crazy about the black magic and special sauce Adobe uses in its products! Go to our on-demand hub if you missed it and want to see for yourself what was so special.

And that was just the first day! Carry on following all the action on Twitter using #CreativeWeekUK. And don’t just stay behind your screen, get involved through our competitions and audience challenges.

 

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