Adobe, San Jose, Calif., has worked with WPP Group's Y&R Advertising, San Francisco, for four years; the agency will participate in the review, which is being run by Select Resources International, West Hollywood, Calif. The company will entertain new strategic ideas from between six and nine agencies.
Adobe is preparing for an aggressive entry into the network publishing arena. Technology research group IDC projects that the network publishing market to reach $11 billion by 2004.
"We are just now coming into the third wave of publishing, network publishing," said Peter Isaacson, director of brand marketing at Adobe. "The idea that people are now becoming able to make visually rich, personalized content and make it reliably available any time, anywhere and on any device."
Adobe's primary customers are content creators, publishers and graphics professionals.
Mr. Isaacson declined to name the contenders but said the agencies are all mid-size and based on the West Coast. Request for proposal letters went out last week and on Monday.
After chemistry meetings, contenders will be given a creative assignment. Three finalists will be chosen in September, and a decision will be made by October, Mr. Isaacson said. Adobe is looking to launch a new campaign in the first quarter of 2002.
"We really feel like we're on a launching pad, and we're looking for the agency that can help get us to that next step," he said.
Y&R, Geneva, Switzerland, will keep Adobe's international advertising account.