SAN JOSE: Adobe Systems' latest marketing effort aspires to take the focus off the company's software and put it on those designers, photographers, and other creative professionals who rely on Adobe's products to make their ideas a reality.
Past campaigns have focused on the specifics of software such as Photoshop, Illustrator, and PageMaker. And while this campaign is tied to a new product launch, Adobe is trying to show it is less interested in talking about itself than it is empathizing with its audience.
"We have a responsibility to speak to this community on an emotional level just as much as we do to talk about the technological innovation," said director of PR Russell Brady. "We want to show that we care about the issues the creative community faces."
The change has been inspired at least in part by increasing competition from Microsoft, Macromedia, and Quark.
The campaign kicked off earlier this month at the Ideas Conference, a day-long event in New York focusing on creative issues such as brand building, digital asset management and collaboration, and digital photography.
Participating companies included Columbia Sportswear, F+W Publications, Gawker Media, Google, Landor Design, MTV Networks, and Showtime.
"If we want to be seen as a leader in the creative community, we have to give something back," said Brady of the conference.
Beyond the conference, Adobe will work with its AOR, A&R Partners, and Big Sky Communications, which handles customer success programs.
"We want to position Adobe in the context of what is happening in these markets," said Brady, referring to trends in design and publishing.