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Publicis join forces with Adobe

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The Publicis Groupe and Adobe recently announced a strategic partnership in order to deliver the group's end-to-end marketing platform 'Always-On'. The bespoke platform automates and connects all components of their client's marketing efforts through the Adobe Marketing Cloud and marks an industry first, with all agencies across the Publicis Groupe able to create content, access marketing intelligence, identify and build audience segments, deliver campaigns, and track and measure marketing performance through a unified technology and data structure.

The bespoke 'Always-On' platform automates and connects all components of their client's marketing efforts through the Adobe Marketing Cloud

The platform will be available to all Publicis Groupe agencies including BBH, Digitas Lbi, Leo Burnett, Satchi & Saatchi, Rosetta and VivaKi, who wil be anchoring the platform as an open framework. The collaboration is expected to benefit both companies tremendously, and is another step on the Publicis Groupe's road to making combined digital and emerging market revenue 75% of its business by 2018. The press release states that both companies will be investing in joint sales and marketing, including “Retaining a dedicated team of strategists and business development specialists to innovate and bring the platform to market.

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Shantanu Narayen, president and CEO of Adobe

Shantanu Narayen, Adobe's president and CEO, said the move was a natural one as Adobe and Publicis “Have been delivering marketing innovation together for more than two decades.” He adds that “The massive scale of agency services across the Publicis networks, coupled with Adobe’s unique leadership in digital marketing solutions, will enable Publicis clients to develop best-in-class digital marketing capabilities that drive growth.” Stephen Beringer, VivaKi's chief growth officer, says Publicis are essentially “Creating a new operating model stitching together multi-agency services, technologies and workflows.” He feels that in doing so, they are “Converging the forces of marketing technology, data, creativity and strategy,” therefore “Optimizing delivery and maximizing the investments made in ad budgets, talent and consumer engagement.”

Stephen Beringer, VivaKi's chief growth officer, says Publicis are essentially “Creating a new operating model stitching together multi-agency services, technologies and workflows.”

Maurice Levy, chairman and CEO of the Publicis Groupe, said “By embarking on this journey with Adobe, a powerhouse in creative and marketing solutions, Publicis Groupe will be the first agency holding company to offer clients an integrated set of digital marketing solutions across all key marketing and creative agencies.” He feels the partnership will solve a series of core marketing dilemmas for their clients by allowing them to “Personally interact with their customers and tell relevant,
 powerful stories at scale, while successfully navigating the complex digital landscape.”

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Maurice Levy

'Always On' will provide all Publicis Groupe agencies and their clients with four key marketing solutions: Multi-touch Attribution, which provides solutions for a multi-touch model by assigning true value to online and offline marketing components that help spur customer action. Unparalleled Audience Understanding, which is managed through the Adobe Audience Manager and Adobe Media Optimizer, driving optimal targeting and cross-channel campaign performance. Campaign/Marketing Automation, with the platform automating marketing efforts across multiple channels. Content and Experience Management, which means that “From the moment an asset is created to the point of delivery, the platform will enable workgroups to create and manage assets through the entire lifecycle of global branding and multichannel distribution with a single, easily accessible digital repository.”

Official Publicis Groupe Website

Official Adobe Website

Benjamin Hiorns is a freelance writer and musician from Kidderminster in the UK who has become quite adept with Adobe Photoshop over the past few months.

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