Software manufacturer Adobe Systems has appointed Manning Selvage
and Lee as its first consumer PR agency.
The brief covers the launch of Adobe’s ActiveShare and PhotoDelux 4.0
technology. The products allow home users to publish digital photographs
on the internet, and the option to fix red-eye and bad contrast.
According to Dave Bennett, associate director at MS&L, because the
technology is aimed at a consumer audience, the focus of the campaign is
not on the technology involved, but on the benefit for the end user.
’This campaign will be about selling the concept of digital imaging,’ he
MS&L is the first agency Adobe has appointed in the UK. Its PR,
traditionally focused on the trade press, has been carried out in-house
by a team of four headed by PR manager Susanne Sturton.
’Internally, we concentrate on the core business and don’t have the
capacity for this type of project,’ she said.
The brief includes media relations covering women’s magazines and
national press and also includes demonstration days for journalists.