Adobe global creative review—Stagwell and Dentsu notch wins

Adobe has awarded some of its global creative business to Dentsu and Stagwell following a competitive review handled by MediaLink, according to multiple people familiar with the matter. Dentsu Creative will handle Adobe’s Digital Media unit, which is its software products for businesses and consumers, including Photoshop, Acrobat, Firefly and Illustrator, and makes up the bulk of its business. Digital Media revenue rose 11% to $3.91 billion in the second quarter. Stagwell will provide global creative and strategy support for the Adobe brand. Several of the holding company’s agencies, including 72andSunny and Code and Theory, are believed to be working on the business. Dentsu could not immediately be reached for comment. Stagwell declined to comment. Agency Review Tracker Stay up to date with the latest account reviews Click here Adobe was not immediately available for comment. It was not clear whether Omnicom was awarded any business. The holding company had been in negotiations with the software giant, according to several people close to the situation. Omnicom could not immediately be reached for comment. In 2020, Omnicom’s Goodby Silverstein & Partners created an Oscars ad for Adobe that showed the company’s tools working in “real-time” on projects from street artist Shepard Fairey and images of popular figures such as artist Frida Kahlo, musician Billie Eilish and activist Malala Yousafzai. It wasn’t immediately clear which agency was the incumbent on the Adobe account. Several people familiar with the client previously told Ad Age that Adobe previously worked with numerous agencies. Some of the more recent agencies it has worked with include 72andSunny and design agency Tolleson. Adobe’s advertising expenses totaled $970 million in fiscal 2023, $1.04 billion in 2022 and $865 million in 2021, according to its latest annual filing. Adobe split its media business between WPP shop Wavemaker and Publicis Groupe in March 2023. Check out the latest Ad Age events and award programs

Adobe global creative review—Stagwell and Dentsu notch wins

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