The San Francisco agency last week won the review for the business-software marketer's estimated $15 million global account, formerly split among FCB Technology Group, San Francisco, and regional agencies. Y&R bested finalists Bozell, Costa Mesa, Calif., and Cole & Weber, Seattle.
"What separated them is their strategic thinking, the insight they brought to the business," along with strong creative and international capabilities, said Peter Isaacson, Adobe's advertising manager. "We just clicked with Y&R from the beginning."
NEW PRINT ON WAY
While Adobe asked for speculative creative work to gauge agencies' thinking, Y&R now will create a new print campaign rather than recycling that work.
Y&R will handle print creative, media and online advertising. The San Francisco office will direct creative and strategy, working with Adobe regional offices to tailor execution globally.
Adobe's annual global spending is expected to grow to $15 million, up from last year's estimated $12 million to $13 million. Product spending for the new campaign is expected to be flat or slightly down from last year; the rest of the money will go for brand ads.
"Adobe has traditionally been a very decentralized company" focused on products, Mr. Isaacson said. "Now we're really turning the corner into more of a marketing and technology war. We really see the need to build Adobe as a brand name, something that will add value to the products themselves rather than just the products standing alone."
Adobe is boosting its brand-building efforts following a period of strong profit growth on slower sales growth.