Goodby is charged with creating a brand framework that will position Adobe, marketer of popular desktop publishing software, as a leading network publishing provider. The campaign will target creative professionals, business professionals and technologists.
Interpublic Group of Cos.' Deutsch, Los Angeles, was the other finalist.
Adobe, with its Photoshop, Illustrator and Acrobat products, sought an umbrella strategy to further its reputation as a network publishing provider.
Adobe plans to continue working with Y&R, Geneva, for pan-European advertising, and Dentsu, Tokyo, for the Asia-Pacific region.
Goodby, however, is expected to adopt a role it currently plays with another tech account, Hewlett-Packard, by serving as the lead creative agency.