IT Brief Australia logo
Technology news for Australia's largest enterprises
Story image

Adobe and WPP collaborate to scale content production and design

Tue 16 Oct 2018
FYI, this story is more than a year old

Customer experience is the top priority for brands today. Adobe calls those brands experience-driven businesses and according to a recent survey Adobe commissioned from Forrester Research, the work they’re doing to provide their customers with compelling and tailored experiences is paying off. In fact, the survey found that experience-driven businesses see 1.6x more brand awareness, 1.5x more repeat visitors, and 1.9x higher average order value than non-experience driven businesses.

As brands continue their transitions into experience-driven businesses, they’ll increasingly look to their agency partners to help solve major challenges that come with delivering impeccable customer experiences. Brands need their agency partners to excel at delivering outstanding creative work while solving for the increasing pace content is produced and delivered across channels.

Agencies can help brands keep up with the high volume of content by intelligently using data to guide the design process and connecting design and marketing systems. That’s why Adobe decided to work with WPP, an advertising and marketing services company, to develop solutions that tighten asset workflows between creative and marketing teams and infuse AI to help fuel the design process and scale content production.

Project Designlanguage.ai 

With the increased use of automation in design tools, creatives and machines need to start speaking the same language. Working with Grey, an advertising agency within WPP, and its client Braun, a leading German consumer products company, Adobe set out to accomplish this.  Using AI and machine learning, Grey set out to help Braun re-introduce its iconic classic design aesthetic to a new generation of designers by creating a design language that could be understood by both creatives and machines. Using AI and machine learning, Grey identified the core shapes and geometric compositions for all of the products in Braun’s product catalogue to create a design alphabet. 

Grey then trained the AI to turn this alphabet into a design language that could order, organise and prioritise the core geometric shapes into new design compositions. Adobe worked with Grey to build this AI into an extension for Adobe InDesign so it can oversee the creation of any design for Braun and give real-time creative suggestions informed by the design language.  They submitted this project for The Lions Award in the innovation category at Cannes Lions as an example of how WPP is embracing AI and machine learning to fuel its design processes.

Project Jet Stream 

Brands and creatives struggle to create innovative, engaging content because their time is spent doing repetitive tasks, dealing with inefficient workflows, and connecting marketing and creative data sources. Project Jet Stream, a new project from Adobe and Wunderman, a digital agency within WPP, aims to solve for this through new solutions. 

By combining asset creation and management technology from Adobe Creative Cloud and Adobe Experience Cloud, Project Jet Stream will enable end-to-end, expedited workflows between Wunderman and its clients from the development of the creative brief all the way through content production. 

This will ultimately reduce the time spent on non-creative and nonbusiness critical tasks, giving teams time to focus on content quality and innovation.  Leveraging Adobe Experience Manager Assets in Adobe Experience Cloud as a collaboration platform, Wunderman can streamline workflows for creative brief management, asset management, sign-off and approval with brand customers. This will replace an existing email-based workflow and folder-based asset management system. 

Additionally, Wunderman will leverage Adobe Sensei services for content to automate repetitive workflows and drive personalisation needs. Adobe Sensei services will expose Adobe’s content AI capabilities such as auto-tagging and auto-cropping to increase the speed of Wunderman’s content delivery, asset production and content personalisation. 

Utilising Adobe Asset link, which connects Adobe Creative Cloud and Adobe Experience Cloud, Wunderman’s creative teams will have in-app access to creative assets stored Experience Manager Assets. This will greatly improve management and handoff of new assets to the marketing teams. Additionally, with seamless effective collaboration between creative teams using Creative Cloud Libraries, Wunderman will be able to provide style guides to solve branding consistency challenges, further enabling marketing teams to drive successful campaigns. 

As part of Project Jet Stream, WPP will also leverage Adobe XD to enable fast collaborative ideation, prototyping and handoff of digital experiences.

Related stories
Top stories
Story image
Cybersecurity
What every CISO must answer to enable a best-in-class security operations program
It has been widely reported recently that South Australian government employees have been the victims of a cyberattack.
Story image
SaaS
MedCart achieves close to AUD$10 million in sales with help from Marketplacer tech
Australian health and medical start-up MedCart has achieved annual sales of close to AUD$10 million in less than 12 months, utilising Marketplacer marketplace technology to help achieve successful results.
Story image
Identity and Access Management
The post-pandemic workforce requires secure IAM capabilities
HID Global discusses what identity and access management means for organisations in today's convoluted digital world.
Story image
Microsoft
Microsoft previews Power Platform website design offering
Microsoft has announced the preview of Power Pages, the fifth product in its Power Platform family, designed for low-code makers and professional developers.
Story image
Women in Technology
Huawei webinar emphasises the importance of women in tech
Industry findings by Coursera discussed as part of a webinar jointly organised by Huawei and Reuters Events found 6% more women enrolled in tech courses this year than in 2021.
Story image
Multi Cloud
Red Hat updates dev tools, empowers use of hybrid and multicloud
Red Hat has unveiled updates across its portfolio of developer tools, designed to help organisations build and deliver applications faster.
Story image
Microsoft
Elevation of Privilege the top 2021 Microsoft vulnerability
BeyondTrust has released its 2022 Microsoft Vulnerabilities Report, finding that Elevation of Privilege is the top vulnerability category for the second consecutive year.
Story image
Kubernetes
Sysdig unveils new Kubernetes troubleshooting and cloud innovations
Sysdig has introduced two new innovations that look to help bolster cloud services and simplify Kubernetes troubleshooting.
Story image
Sift
Sift shares crucial advice for preventing serious ATO breaches
Are you or your business struggling with Account Takeover Fraud (ATO)? One of the latest ebooks from Sift can provide readers with the tools and expertise to help launch them into the new era of account security.
Story image
Boost Mobile
Boost Mobile now makes up over 7% of Aussie prepaid market
Boost Mobile has doubled its market share over the past four years and now has more than 7% of Australia's prepaid market, equivalent to over 700,000 people.
Story image
Ransomware
APAC organisations fail to disclose ransomware breaches
85% of organisations in APAC were breached by ransomware at least once in the past five years, but only 28% publicly disclosed the incident.
Story image
Phishing
MailGuard warns of new scam targeting Telstra customers
Telstra customers in Australia are being warned of a new scam involving "Unsuccessful Payment" messages.
Story image
Digital Marketing
Getty Images delves into the world of NFTs with Candy Digital
Getty Images and Candy Digital, the next-generation digital collectible company, have announced a new multi-year partnership agreement.
Story image
Ponemon Institute
Email revealed to be riskiest channel for data loss
More than half (60%) of organisations experienced data loss or exfiltration caused by an employee mistake on email in the last 12 months.
Story image
Digital Transformation
Harnessing digital innovations to maximise loyalty programmes and improve CX
When it comes to the retail sector, merchants have never had access to so many different client touchpoints and data to understand their customers better.
Story image
Customer experience
Phone, internet complaints increase for first time in five quarters
Phone and internet complaints have increased for the first time in five quarters, according to a new telco report from the Ombudsman.
Story image
Digital Marketing
Similarweb acquires SEO and rank tracking company Rank Ranger
Digital intelligence company Similarweb, which specialises in analysing web traffic, has acquired Rank Ranger, a market leader in SEO and rank tracking.
Story image
Sustainability
Aligned Data Centers increases sustainability-linked loan
Aligned Data Centers has increased its sustainability-linked loan from $375 million to $1.75 billion to speed up the next phase of its strategic growth.
Story image
Hybrid Cloud
Barracuda expands cloud-native SASE platform
"The expansion of Barracuda's cloud-native SASE platform for hybrid deployment models and IIoT environments solves a number of challenges."
Story image
Training
Infosec unveils role-guided cybersecurity training roadmaps
Infosec Skills Roles maps hands-on training and certifications to the 12 most in-demand cybersecurity roles to maximise training efficiency.
Story image
CrescoData
SPS network now available to CrescoData eCommerce customers
CrescoData, a Pitney Bowes Company and PaaS business in the commerce space, says its customers can now connect to the SPS Commerce Retail Network.
Story image
MEC
MEC spending for private cellular networks to reach $5.8b
A new ABI Research report finds the revenue for Multi Access Edge Compute (MEC) deployments for private cellular networks will reach USD$5.8 billion by 2030.
Story image
SpaceX
Australian space tech startup secures SpaceX support
Space Machines Company has secured the support of SpaceX as a launch partner in carrying SMC's Optimus Orbital Transfer Vehicle to space next year.
Story image
Rackspace
Skills shortages hold orgs back from capitalising on cloud 2.0
Organisations are becoming more comfortable with sophisticated 'cloud 2.0' technologies, even as they confront difficulties in hiring and retaining IT talent.
Story image
Alteryx
Alteryx releases updates, empowers data insights for enterprise
Alteryx has released new advancements designed to aid enterprises with cloud analytics, democratise insights and ensure data governance.
Story image
VPN
The most common online scams in Australia
No one is safe from online scammers, and many of these scammers have capitalised on the pandemic, using this confusing time to attack more people than ever.
Story image
Manhattan Associates
Shortening the click-to-customer cycle through smart technologies
Speed of delivery without accuracy is a dealbreaker for consumers. How can retailers operating in an omnichannel environment overcome the challenge of click-to-customer cycle times.
Exabeam
Find out how a behavioural analytics-driven approach can transform security operations with the new Exabeam commissioned Forrester study.
Link image
Story image
Data Center
Preventing downtime costs and damage with Distributed Infrastructure Management
Distributed Infrastructure Management (DIM) can often be a lifeline for many enterprises that work with highly critical ICT infrastructure and power sources.
Story image
Managed service provider
Barracuda MSP Day 2022 highlights MSP opportunities
Barracuda Networks has released a report showing global services-related MSP revenue is set to increase by more than a third in 2022 compared to 2021.
Story image
Training
Trojan cyber attacks hitting SMBs harder than ever - Kaspersky
In 2022 the number of Trojan-PSW detections increased by almost a quarter compared to the same period in 2021 to reach 4,003,323.
Story image
Check Point
Check Point and CCTV expert join forces to boost protection
The partnership will involve Check Point Quantum IoT Protect Nano Agent being embedded in Provision-ISR’s CCTV cameras for on-device runtime protection.
Story image
Artificial Intelligence
Frost & Sullivan recognises Genesys as leader in new reports
Frost & Sullivan has recognised Genesys as a leader in the cloud contact centre market for its robust cloud and digital capabilities.
Story image
SaaS
The paradox of change, and how to get around it
The business decision to technologically transform should not come from an IT department but from the business itself.
Story image
Silver Peak
The path to an adaptive, modern network
Managing and securing the network looks different than it did just two years ago—especially given that most of these networks are made up of multi-generations of infrastructure stitched together over time.
Story image
Cyber attacks
Devastating cyber attacks expected to hit energy sector
Energy executives anticipate life, property, and environment-compromising cyber attacks on the sector within the next two years.
Story image
Sustainability
SoftIron named global leader for efficient DC infrastructure solutions
SoftIron has been named a global leader for supplying energy-efficient data infrastructure solutions for core-to-edge data centers after an assessment by Earth Capital Ltd.
Story image
BYOD / Bring Your Own Device
How zero trust can lead the battle against ransomware
SecOps teams champion a zero trust strategy to support the fight against the escalating risk of cybercrime and help monitor threat actors across a network.
Story image
Digital Signage
MAXHUB's Digital Signage range to bolster boardroom productivity
The new MAXHUB Digital Signage technology is purpose-built to make every kind of team meeting more effective.
Story image
Digital Transformation
Digital transformation increasing business complexities
A new survey suggests businesses must re-examine their digital transformation approach to better help employees adapt to change.
Story image
GapMaps
GapMaps Live to improve brand decisions on physical locations
GapMaps has released its latest service GapMaps Live, giving more insights and features to help brands make better decisions about physical locations.
Story image
Data Protection
Information management capabilities to meet privacy requirements
Organisations with customers or operations across more than one country face a spate of new and proposed privacy and data protection laws.
Story image
Cybersecurity
Accenture - a collective security approach a driving factor for cyber resilience
With the approaching Davos World Economic Forum upon us, it is even more imperative to discuss the impact of cybersecurity on business operations leading into the future.
Story image
Vectra AI
Vectra’s inaugural Partner of the Year Awards revealed
APAC companies Baidam, Firmus, ShellSoft and Macnica have been recognised in Vectra AI's inaugural Partner of the Year Awards.