Stagwell named global lead for creative campaigns and social content at Adobe

Adobe has appointed Stagwell as its global lead for creative campaigns and social content for its Digital Media (DMe) business. Leveraging the integrated strengths of five agencies across the network from upstream research and insights to global strategy and creative, Stagwell will take on the global remit to deliver solutions for Adobe and global creators.

The assignment integrates the strengths of five agencies within the Stagwell network:  72andSunny, Code and Theory, Locaria, Movers + Shakers and NRG. 

“We are proud to join forces with Adobe, a brand synonymous with creativity and innovation, to build game-changing transformation tools for our clients and theirs,” said Mark Penn, chairman and CEO of Stagwell.

“This partnership is another example of the value Stagwell is eager to create with clients via our integrated offering, and we are excited to bring our best-in-class creativity and technology to help Adobe inspire and empower their customers.”

While Locaria and NRG’s specific remits were not detailed, 72andSunny will lead on global creative and strategy, expanding the agency’s seven-year relationship with the tech major.  

Movers + Shakers is tasked with global social efforts, particularly “mining cultural conversations in real time and producing socially native content with speed and agility,” per a press release, while Code and Theory will help launch Adobe GenStudio.

In addition, Stagwell and Adobe announced a three-year joint go-to-market initiative, combining capabilities from Adobe Experience Cloud, Adobe Document Cloud, Adobe Creative Cloud and Stagwell Marketing Cloud. According to the press release, this partnership will provide marketing campaign content and help personalize consumer decisions for all Stagwell clients.

The news continues a healthy year for Stagwell, which reported 6% year-over-year revenue growth and $113 million in net new business revenue in Q2 2024, driven by creative AOR assignments from Chevrolet (Anomaly) and Cadillac (72andSunny).