Fuelling 5x content — Newell Brands reimagines its content supply chain with Adobe.
06-12-2025
Whether it’s a Coleman® lantern illuminating a campsite or a Sharpie® marker highlighting a student’s notes, Newell Brands plays a role in the everyday lives of millions. With a portfolio of more than 50 iconic brands — and a rising need for personalised, omnichannel content — Newell saw an opportunity to modernise how it reaches its consumers. That transformation started with a simple but bold shift: rebuilding its content supply chain for scale, speed and creative impact.
Newell’s marketing and creative teams are now leveraging Adobe Firefly Services, Adobe Firefly Customised Models and Adobe Express to streamline production, maintain brand consistency and free up valuable time for higher-affect creative work. These creative tools are part of a broader transformation built on Adobe's end-to-end content supply chain solution, which includes Adobe Workfront and Adobe Experience Manager Assets, that help Newell simplify workflows from campaign planning to content production.
“As part of our corporate strategy to win in the marketplace, we are investing in solutions that help us to deliver superior brand communications. We wanted a partner who could help us to connect the Newell Brands ecosystem, thereby enabling faster, higher quality content creation that can be leveraged globally with ease,” said Melanie Huet, Co-CEO, Home & Commercial Segment at Newell Brands.
“We ultimately decided to expand our partnership with Adobe, a longtime trusted partner with best-in-class tools that can be used directly in our existing workflows. We leaned into Adobe to rebuild our content supply chain and integrate our marketing technology stack with a vision of delivering five times more content, unlocking significant efficiency gains and improving the effectiveness of our brand communications.”
Melanie Huet
Co-CEO, Home & Commercial Segment at Newell Brands
Huet’s perspective underscores a larger industry shift — one that Adobe is helping lead through AI-enabled solutions designed to meet rising content demands at scale.
Businesses expect the demand for content to rise dramatically over the next few years, putting marketers and creatives under incredible pressure to deliver assets that support global marketing efforts and can drive customer engagement. With Adobe’s AI-enabled enterprise solutions, Newell can unify creativity and marketing to scale production of standout content (across social media, ecommerce and more) for more impactful customer experiences.
Scaling smarter — generative AI in action.
Newell’s content supply chain includes Adobe Firefly Services, a suite of APIs that embed capabilities like Generative Fill and Generative Expand directly into production workflows. These tools help automate repetitive tasks, such as resizing content for multiple channels or swapping backgrounds for regional variations, allowing teams to scale production quickly and efficiently.
The company is also adopting Adobe Firefly Customised Models, which are safely trained on Newell’s proprietary brand assets to ensure content remains consistent and on brand across teams. When applied to Paper Mate® packaging, the team accelerated production by 75% and significantly reduced time to market. By optimising its creative operations, Newell expects to generate thousands of additional assets annually, freeing up resources to focus on higher-impact work.
Reimagining the Newell content supply chain.
Adobe Express is being rolled out across marketing and creative teams to accelerate content creation while maintaining brand integrity. With pre-approved templates and brand guidelines built by Newell’s design team — and Adobe generative AI capabilities embedded directly into the app — Adobe Express allows teams to quickly produce on-brand, commercially safe assets tailored to specific channels. In Latin America, this led to a 33% improvement in the content creation process for Oster ® social assets, reducing production time for 52 assets from 12 hours to just 8.
These creative tools build on Adobe content supply chain solutions. With Adobe Workfront, Newell streamlines planning, assignments and execution across teams. And with Adobe Experience Manager Assets, the company governs and activates millions of assets for consistent, engaging content delivery across digital channels. Together, these solutions help Newell operate with greater agility to drive market leadership, delivering the personalised, omnichannel content that today’s consumers expect.
With Adobe as a partner, the company is building a content engine that’s not just responsive — it’s future-ready. And for a brand built on improving everyday life, that’s the kind of innovation that matters most.
As Vice President, Adobe GenStudio, Brent is responsible for driving the vision and product roadmap to deliver the industry leading end-to-end enterprise content development and orchestration solution that enables hyper-personalisation. Brent’s vast experience, including building a marketing system of record through scaling Workfront in his previous marketing operations role and 23 years managing some of the largest brands at Tyson, USAA and Charles Schwab, led to the delivery of a library of curated, relevant content to support customers and a category-leading work management maturity model that provides a roadmap for customers developing capabilities around planning, executing and measuring work, as well as aligning strategy to execution.
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