Adobe appoints Dentsu Creative for global digital media business

Adobe, the global leader in personalised digital experiences, has announced that Dentsu Creative has been selected as lead global scaled creative and content agency for its Digital Media Business (DMe), following an extensive and competitive review.

Together, Dentsu Creative, Tag Worldwide and Adobe will redefine advertising by driving personalization at scale through a robust Gen AI-powered content supply chain.

Transcending a traditional creative remit, Dentsu Creative will architect the company’s first “Glocal” go-to-market model, designed to drive relevance, effectiveness and efficiency both globally and locally across key regions: Americas, EMEA, APAC and Japan.

The global agency will also lead product and release marketing and local campaigns for the company’s most trusted B2B and B2C creative products and services. Underpinning the relationship is a unified global technology backbone, enabled by Adobe’s integrated set of best-in-class products to help companies optimize their content supply chain, and proprietary technologies from Dentsu Digital and Tag Worldwide.

“As a creative team that has long relied on Adobe’s products and services to imagine, create and bring digital experiences to life, this new partnership is meaningful in so many ways,” said Abbey Klaassen (pictured above), Global Brand President, Dentsu Creative. “We’re energised by Adobe’s vision to change the world through personalised experiences, and this fueled us to bring transformative thinking and creativity to every interaction. Now, we’re ready to bring that to customers everywhere through Adobe’s Digital Media Business.”