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Adobe's New Ad Campaign

Staff Writer
Published: 2004-11-11

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Adobe unveiled its "Simplicity at Work" ad campaign, designed to increase Adobe's visibility as an enterprise software player and drive demand for Adobe Intelligent Document Platform software.

The campaign, which also marks the unveiling of Adobe's new corporate tagline, was designed by advertising firm Goodby, Silverstein & Partners of San Francisco and debuts with a full-page ad in today's The Wall Street Journal.

The "Simplicity at Work" ad campaign is Adobe's first major initiative to build its brand in the enterprise market, reflecting the continuing expansion of Adobe's marketing investment beyond the company's core creative professional markets. The campaign is designed to build awareness for Adobe solutions with C-level enterprise executives as well as purchase decision-makers in three key markets: financial services, government and information technology (IT). The campaign consists of four ads, which will run in top-tier business publications including The New York Times, BusinessWeek, Fortune, Forbes and The Wall Street Journal as well as more than 25 segment-specific publications such as Information Week, Computerworld, Federal Computer Week, Government Computer News and American Banker. Online advertising on sites such as Forbes.com, WSJ.com, ZDNet and Yahoo! will also complement the program.

"We're building on our strong brand reputation for providing customers with a powerful, more intuitive way of communicating," said Melissa Dyrdahl, senior vice president of corporate marketing at Adobe. "Organizations are struggling to fulfill their missions and reduce costs while working within inconsistent IT systems and disparate, paper-based processes. The 'Simplicity at Work' campaign is designed to communicate with these customers in a compelling, visual way that Adobe understands their pain. By bridging paper-based processes with back-end enterprise systems, Adobe brings a simpler, more human approach to what has traditionally been a complex and frustrating experience. That message is resonating with our target audiences."

Renowned photographer Nadav Kandar shot the photographs featured in the ad series, which feature weighty stacks of paper and filing cabinets to illustrate the enormous problem of existing paper-bound business processes. The photos are designed to blend reality, with people going about typical day-to-day business, with the surreal -- skyscrapers of paper, people carrying filing cabinets and cubicles shaped like a maze. (Editor's note: The ads may be viewed online.)

"It was an enormous challenge to convey the breadth and depth of this issue with only a photograph and a few sentences of ad copy," said Rich Silverstein, creative director and co-chairman of Goodby, Silverstein & Partners. "We decided to let the photos communicate the irony of business today, where documents are adding complexity and inefficiency yet are generally accepted as part of the status quo. The accompanying text is the punch line that Adobe has a better way."

Following this debut in the United States, Adobe will roll out the "Simplicity at Work" campaign in Europe later this month.

New Corporate Tagline Unveiled

The "Simplicity at Work" ad campaign is also the first use of a new Adobe tagline: "Better by Adobe." The tagline conveys, in a simple and down-to-earth way, Adobe's ongoing pursuit of innovation that helps people and businesses communicate better. The tagline will be utilized in marketing communications across all lines of business.

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