The marketing environment is moving at an incredible pace. Businesses are under pressure to deliver standout customer experiences with greater speed, scale and personalisation than ever before. But oftentimes, legacy and siloed workflows hold teams back. Closing that gap requires a new kind of collaboration: one that combines deep marketing expertise with the world’s most powerful digital technology.

This is the foundation of Adobe’s global strategic partnership with Stagwell. Stagwell is the challenger holding company built to transform marketing. Led by engineers, Stagwell’s specialists deliver scaled creative performance for the world’s most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonise the art and science of marketing. Central to Stagwell’s delivery of transformational value to their clients is its deep relationships with leading technology companies like Adobe to help solve the challenges of marketers today and tomorrow. Bringing together Stagwell’s challenger mindset and digital-first approach with Adobe’s leadership in AI, creative and marketing technologies, the partnership aims to optimise how brands approach marketing and content creation. Together, Adobe and Stagwell are combining their unique expertise, connecting Adobe’s Digital Experience and Creative solutions with Stagwell’s global network of agencies to accelerate brand reach, campaign execution and next-generation customer experiences.

Stagwell and Adobe’s strategic partnership is built on a “better together” creative and technology engine that is fuelled by Adobe technology and powered by best-in class creative capabilities and Stagwell’s global workforce. The key goal is to offer unparalleled expertise in helping marketers unlock and adopt the next frontier of scaled creative content, which is critical for enhancing customer experiences and optimising marketing strategies.

A central pillar of this collaboration is Stagwell's Content Supply Chain (CSC) initiative. Stagwell is redesigning its operational backbone to unify and streamline content creation across its agencies, powered by Adobe solutions, including Adobe Experience Manager, Adobe Workfront, Firefly Services and Creative Cloud. The CSC initiative will unify and streamline content operations across Stagwell’s network of agencies.

Stagwell’s digital transformation agency Code and Theory’s Enterprise Experience Transformation (EXT) practice, a specialised consulting unit within the Stagwell network, will lead the operational roll-outs, ensuring each implementation aligns strategic insight, creative excellence and technological innovation. Code and Theory first launched the practice at Adobe Summit earlier this year. EXT’s integrated approach ensures seamless adoption, rapid time-to-value and sustained operational effectiveness for brands. This practice has certified expertise across Adobe’s Digital Experience & Creative solutions.

Adobe technology is critical in powering the transformative CSC Initiative:

• Unified content supply chain:  Reducing operational friction and enhancing collaboration to accelerate content workflows from creation to market deployment.
• AI-powered content at scale: Firefly and Firefly Services embed Adobe’s commercially safe generative AI directly into workflows, enabling high-volume, brand-safe production while freeing creative teams for higher-impact work.
• Robust operational enablement: Comprehensive training, advanced governance frameworks, tailored enhancements and continuous feedback loops designed to drive lasting adoption and measurable success.

At Cannes Lions this week, Adobe is highlighting the transformative power of creativity, marketing and AI in driving the future of personalised customer experiences.

Adobe will be collaborating with Stagwell and its Sport Beach activation for a number of offerings throughout the week, including:

• Tuesday, 17 June: Stagwell Chairman & CEO Mark Penn, Adobe Chair & CEO Shantanu Narayen and Adobe Global CMO Lara Balzas will host an intimate conversation on creativity and marketing in the era of AI.

• Tuesday, 17 June: Corey Haldeman, Chief Transformation Officer of Code and Theory will lead a session titled “Setting the Gameplan: Prepare Your Brand Experience to Scale with AI.” This interactive  90-minute workshop will explore how forward-thinking brands can harness AI’s potential for content creation at scale while avoiding the pitfalls of off-brand messaging and market irrelevance.

• Wednesday, 18 June: Adobe’s Chief Marketing Officer & EVP, Global Marketing Lara Balazs will join Stagwell’s Sport Beach for a session titled “A League of Their Own: Female Athlete as Creators and Platform-Makers - How Should Brands Engage?” alongside 2x World Cup Champion Alex Morgan, WNBA legend Candace Parker, Zillow’s SVP of Marketing Ravi Kandikonda and 72andSunny’s North American President Marianne Malina. Register at SportBeach.com.

• Monday, 16 June through Thursday, 19 June: Dedicated Adobe Activation Zone all week at Sport Beach. On site, attendees can take the “What kind of creative are you?” quiz and customise bumbags and other swag with customised buttons, patches and more.

With partners such as Stagwell, Adobe is delivering integrated solutions that address the unique needs of businesses today. To learn more about Adobe’s presence at Cannes — from interactive experiences, insightful panels and collaborations with leading brands and platforms — visit here.

https://business.adobe.com/fragments/resources/cards/thank-you-collections/generative-ai