The creative content landscape is experiencing a tectonic transformation. Demand for content to drive personalization is skyrocketing, but budgets are hardly keeping pace, and efficiency is critical. And while creativity might be job one, every piece of content must be personalized, relevant, and connected to drive engagement across every channel. Heather Freeland, Chief Brand Officer of Adobe, alongside Cleve Gibbon, SVP of AI and Creative Technology, Omnicom Group and Dr. Ali Alkhafaji, Chief Executive Officer, Credera Digital, will share how Adobe has built and maintained a modern, scalable, and repeatable content supply chain while ensuring creativity is kept front and center. Adobe customers will share how their marketing teams are more efficient and their creative teams are doing more and better creative work. Learn how to meet exploding content personalization requirements from creation to delivery.
Learn about Adobe’s approach to consolidating marketing operations using Marketo Engage, including standardizing processes and technology, enhancing governance, and optimizing resources for efficiency and innovation. Explore how you can apply Adobe’s strategies with Marketo Engage to enhance your marketing efforts. We’ll address key issues, such as balancing standardization with innovation, developing a multichannel operating model with Marketo, and rapidly improving customer engagement across channels.
In this session:
Transitioning to a unified platform for scalability and innovation
Insights on Adobe’s practical application of Marketo Engage
Streamlined strategies for effective marketing operations
Discover how company priorities determine the why and how of using Adobe Workfront through Cognizant’s experience. Cognizant had multiple Workfront user groups that were confined to siloed work structures, and proactive communication between group and system admins was lacking. To remedy this issue, they created a governance committee of product ambassadors, switched to a shared community model, and established a center of excellence. Governance meetings focused on data sharing, intentional discussions, and collaborative decision-making. User surveys helped Cognizant understand priorities and further guided product optimization.
Key takeaways:
Effective change management
How to manage multiple user groups with separate processes
Establishing a center of excellence
- Erin Kuchera, Creative Operations Manager, Mayo Clinic
- Tia Calvert, Department of Marketing and Brand Strategy | Product Manager, Mayo Clinic
Resource management is a key component in making data-driven decisions. Managing resources brings transparency and understanding to your organization’s work. Highly-matrixed internal resources, paired with the need to partner with external resources, creates challenges for work leaders around workload management, capacity management, and project timing. Join us to hear how Mayo Clinic makes sense of it all with Adobe Workfront.
This session explores:
How planned hours, task assignments, PTO, and other resourcing components come together to drive decision-making
Managing internal resources while partnering simultaneously with external resources
Effectively managing change
It’s said that the best way to predict the future is to create it. Join Adobe Workfront product leaders, Brent and Laurel, to get a sneak peek of the future of strategic planning and workflow. Learn about the team’s focus on strategic themes that align with a mission, customer needs, and market opportunities. These themes address business capabilities across the entire marketing lifecycle — all with an AI-first approach to automate work, simplify user experiences, and boost productivity.
In this session:
See how Workfront powers Adobe's Content Supply Chain Solution to unlock content velocity and personalization beyond human scale
Gain deep insights and visualize the marketing lifecycle by unifying operational data, taxonomies, and systems across the enterprise
Unlock critical capabilities for digital agencies to manage work and delivery of world-class client services
Working with IBM, T-Mobile is creating an intelligent content supply chain that has already saved more than $2 million by automating their workflows and has increased the marketing team’s productivity by 47%. By focusing on agile marketing methodologies and infusing AI and GenAI into their content supply chain, T-Mobile is able to deliver on their mission to provide outstanding wireless experiences by being “customer crazed, and employee committed. Join this panel discussion to hear how T-Mobile:
Scaled Workfront throughout the enterprise and grew its user base from 60 to over 5,000+ in just five years
Built an intelligent content supply chain with automated workflows that supports onboarding and collaboration with agency partners
Established cross-functional ways of working, including integrating assets and meta data between Workfront and AEM
Developed a roadmap to optimize the content supply chain with GenAI to improve efficiency and enhance data-driven decision-making
Embarking on a transformative journey, OneBlood, a prominent not-for-profit blood center, partnered with Rightpoint to enhance donor engagement and return interactions. OneBlood sought to improve flexibility and customization, leading to a strategic shift to Adobe Experience Manager. This pivot improved flexibility and created a seamless and personalized donor experience, leveraging real-time data for donation drives. The transformation of the donor portal and enhanced Challenge Section and Reward Store sets a new industry standard for engaging and impactful donor interactions.
In this session, learn how:
OneBlood used Experience Manager to create a donor-centric approach with real-time information on donation opportunities and a personalized portal
The Challenge Section and Reward Store is setting a benchmark for donor engagement experiences
Every digital experience begins with a piece of content – whether it’s an image, video, animation, document, or 3D rendering. Get a close look at how Adobe uses our own solutions to transform our content production workflows to create a world-class content supply chain. Adobe's Content Supply Chain brings together not just our technology and processes, but also our people and how we work together with increased speed and efficiency.
In this session:
Explore Adobe’s approach to deploying its Content Supply Chain across its own marketing org
Hear Adobe’s perspective on change management and keys to success in the context of its Content Supply Chain
Learn how Adobe has reinvented its marketing operating model to support new ways of working, effectiveness, and scale
Come see how Adobe Workfront leverages AI to simplify user adoption and reduce friction. AI assistants can support change management and help administrators configure and deploy best practices for your specific user audiences. Join us to learn about Workfront's strategy for accelerating adoption and value with AI.
See how AI in Workfront can help:
Take unstructured Word, PowerPoint, or PDF briefs and convert them into structured briefs that connect to work
Prepare requests tied to assets recommended for reuse
Enable newly created or revised assets to be automatically reviewed and checked for brand guidelines, text, and other requirements
Planning and execution tracking is crucial for all businesses, including Adobe Workfront. And that's why Workfront operations uses their own product to stay on top of things. Hear from the Workfront product operations leader and chief system administrator on how they use Workfront for planning, tracking, and optimizing experiences for knowledge workers and stakeholders.
Learn Workfront best practices on:
Taking over an existing Workfront instance
Optimizing processes
Forecasting delivery, progress tracking, and information sharing
The Coca-Cola Company is undergoing an epic marketing transformation. Previously an organization removed from its customers, it’s now on a mission to bring together two billion people with its brands digitally, refreshing their worlds and making a difference in their lives. To do this, the company partnered with Adobe and WPP Open X. It began a journey to deliver consistency and connections across a global digital ecosystem with over 1,000 websites and mobile apps.
Learn about:
How after two years into this new partnership, accelerated innovation has impacted the business and inspired its customers
Future ambitions of one of the world’s most iconic brands
See how Omnicom’s proprietary approach to managing content workflows and optimizing hyper-personalized marketing campaigns unlocks areas of new growth and generates higher ROI. Whether you’re far along the content-generation maturity curve or need to start by breaking down silos, this agile, collaborative solution lets you guide customers seamlessly from awareness to advocacy.
Key topics include:
Collaboration, integration, and synchronization with Content Factory, Omnicom’s forward-looking evolution of Adobe’s Content Supply Chain
Creation, personalization, and variation to the demand for personalized content
Orchestration, segmentation, and optimization
Driven by consumer demand for 1:1 experiences across a growing number of channels, the need for personalized content continues to rise — is your organization ready? It’s time for healthcare marketers to abandon the manual disconnected workflows, siloed operations, and inefficient approval processes that limit content velocity in favor of content intelligence, unlocking automation to streamline cross-team content workflows at enterprise scale. Learn from leaders who have radically reimagined their content strategy.
Topics will include:
Transforming the end-to-end content development process to drive business growth
Empowering your organization to connect, collaborate, and execute on complex workflows from anywhere
Leading organizations and their experiences from redefining their content supply chain with intelligent automation
Today’s B2B buyers increasingly depend on digital content to guide their vendor selections, now seeking content that is relevant and can drive decisions. The challenge? Many organizations are navigating through a tangled mess of disjointed processes, technologies, and teams, struggling to create content that truly connects and converts. Esri, a Stackie award-winning content pioneer, has revolutionized this process. By reengineering how they plan, create, manage, and deliver content, Esri has set new industry standards.
Join Esri and Adobe to gain invaluable insights into:
Building a cutting-edge content tech stack, optimized for speed, scalability, and measurable returns
Unlocking streamlined workflows, enhanced visibility, and comprehensive reporting across an organization
Evolving to a data-driven content strategy to track and enhance content performance
Since its initial implementation in 2018, Fannie Mae has leveraged Adobe Workfront to break down silos and enable more seamless workflows. The result? Thousands of hours saved, greater internal collaboration, and increased transparency. Learn about Fannie Mae’s purposeful approach to optimizing Workfront and the key areas they focused on to maximize value and increase productivity.
Walk away with an understanding of:
How Fannie Mae is leveraging Workfront as a single source of truth for marketing campaigns — from planning through execution — to allow for better forecasting, visibility, and increased speed to market
The key enhancements Fannie Mae has implemented for Workfront to drive greater efficiency, including new request queues, detailed reporting, and integrations with SharePoint, Outlook, Cvent, and more
The critical role that process, governance, and enablement has played in Fannie Mae’s continued success
Adobe is leading the way in shifting from price-led to experience-led optimization in customer acquisition. Marketing strategies are being turned upside down by cookieless changes and content proliferation with generative AI. Grow your business by identifying and acquiring high-value customers with enhanced audience data, highly personalized advertising, and on-site experiences that increase conversion. Optimize your marketing investments with advanced AI to pinpoint channels that maximize ROI and growth goals. Learn about the future of creative experimentation and measurement across creative, media, and audiences.
Discover how Adobe can help:
Optimize media spend across channels and publishers to increase ROI
Reach new high-value prospects using your first-, second-, and third-party data to drive site traffic
Integrate your top-of-funnel personalization across paid media and landing page experiences to maximize conversions
- Susan McLaughlin, Sr. Creative Group Director: Design, Video, Motion and Creative Operations, Vanguard
- Nina Grossberg, Sr. MarTech Enablement Lead, Vanguard
Implementing modern workflow management is a journey, not a sprint. Learn how Vanguard’s Marketing Technology team and RHC, Vanguard’s in-house agency, adopted Adobe Workfront to advance their processes and use data to drive efficiencies. They’ll share the tips and tricks they learned along the way and how they continue to expand on the value and the outcomes generated as a result of the transition. Hear how they leveraged a phased approach and where they automated, streamlined, and drove transparency by implementing Workfront.
In this session:
Learn best practices and how to avoid pitfalls when implementing Workfront and scaling a content supply chain
Understand the importance of a strong change management plan
See the value of setting realistic expectations for the initial implementation versus the journey over time
GenAI is revolutionizing the future of work, talent and team dynamics and reshaping marketing and customer experiences. GenAI’s impact isn’t just increased productivity — it’s a catalyst for redefining roles, setting new benchmarks for customer expectations and decision-making, and cultivating a mutually beneficial relationship between humans and technology. Join IBM and a panel of AI experts and marketing leaders to better understand how to deliver hyper-personalized offerings and seamless purchasing customer journeys and how GenAI impacts marketing and creative teams in how they design, develop, implement, optimize, and analyze content and data.
In this session, we’ll discuss how to:
Preserve authenticity while leveraging GenAI for personalization and innovation
Encourage human creativity and ethical decision-making in conjunction with AI
Train talent and develop new ways of working
- Dipen Patel, Director, OmniChannel Customer Experience Operations, Novo Nordisk
- Will Goelzer, Sr. Manager, Accenture
In partnership with Accenture and Adobe, Novo Nordisk has developed a best-in-class experience enablement capability harnessing the combined power of data and content catalyzed through Adobe Experience Manager Sites, Customer Journey Analytics, Adobe Target, and more. Discover how Novo Nordisk is driving personalization at scale by rebuilding over 50 websites on Experience Manager cloud, executing 100+ “micro-experiences” per year through Adobe Experience Platform, and developing a proprietary framework that connects digital engagement to business growth.
In this session, explore:
Leveraging the combined power of content and data to create a personalization flywheel
Implementing a cloud-based content supply chain fueled by Adobe Workfront to improve content velocity
Developing an analytics capability to fuel personalization through profile augmentation
How can you be confident that your content decisions deliver business results? By establishing an enterprise content supply chain. A content supply chain is the foundation for bringing together people, tools, and workflows from ideation to measurement. However, fueling personalization requires content — lots of content! Getting the right content to the right place and time requires robust data strategies, management, and a single source of truth. Join IBM and Claravine to learn how you can equip your organization with a robust digital foundation to manage and scale content creation and implement tools to future-proof your content supply chain.
Explore the key pillars for a successful approach, including how to:
• Implement and manage a common data model for tracking assets across campaigns and channels
• Effectively govern and scale generative AI content
• Foster collaboration across teams to streamline the content creation process
- Shannon Hartley, Executive Director, Life Science Business Consulting, EY
- DeAnn West, Editorial Manager, Content Capabilities, GSK
About two-thirds of customers say that they’ll only continue buying products from a brand if they trust the company behind them, according to the Edelman Trust Barometer. However, many organizations struggle to get consistent, accurate, and compliant content to market across the customer journey in a timely manner. Brand, language, and information differences require time-consuming manual reviews. AI can help ensure promotional materials are on-brand and compliant with industry regulations, saving valuable time and resources. Hear how global biopharma GSK leverages the power of Adobe Experience Manager, Adobe Workfront, and Adobe Acrobat Services with EY’s Smart Reviewer tool to expedite review and approval of promotional materials and build trust.
In this session, learn about:
Challenges with marketing material inconsistencies
How AI can accelerate document content reviews
GSK's journey automating content reviews
Streamlining your content supply chain helps you achieve operational efficiency and enables your team to do more with less. Good news: Every team has pieces of the content supply chain already in place. Bad news: It’s stitched together with manual processes and, oftentimes, the sheer determination of your team. With modern marketers called to produce more content and more personalization faster, all while hitting strategic objectives, a patchwork content supply chain just isn’t cutting it anymore. In this Workfront and Marketo focused talk, learn:
A framework for best-in-class content supply chain tooling and solutioning
How to overcome internal barriers to achieve strategic alignment
How McKesson created a Workfront-Fusion-Marketo integration that instantaneously creates Marketo programs and assets from document uploads to Workfront.
Struggling with content production at scale? Join us to learn how Adobe's Content Supply Chain Solution – powered by Adobe Workfront, Frame.io, Adobe Creative Cloud, and Adobe Experience Manager Assets – can revolutionize your creative processes. From concept to completion, we'll guide you on the path to reducing production time, breaking bottlenecks, and achieving optimal content velocity.
In this session:
Gain insights into the challenges of scaling content production
Dive into the transformative potential of the Workfront and Frame.io integration
Discover how Adobe can maximize your content supply chain and accelerate your creative workflow
Join Nick Panagopoulos, VP of Global Strategic Alliances at TransPerfect, for a fireside chat with industry experts from Micron Technology and Terumo Medical Corporation on how to successfully unlock new growth by speaking the language of global business. Key Takeaways Include:
Enabling scale through translation AI and automation while simultaneously meeting specific regional needs
Developing best practices for enabling a country-first strategy
Adapting to better meet customer needs on a global scale