Why Adobe Abandoned Physical Product Launch Events

CMO Ann Lewnes Details Dramatic Results of Switch to Digital

By Published on .

NEW YORK (AdAge.com) -- Graphics software giant Adobe, which has shifted 74% of its entire advertising budget to digital venues, is making similar changes with its product launches. CMO Ann Lewnes cites two reasons for abandoning traditional product launch strategies: high cost and limited reach. The latest launch of Adobe's CS4 suite of creative programs went completely digital. And the difference, according to Ms. Lewnes, was quite dramatic.

Advertising Age Embedded Player
In this article:
Most Popular