Stagwell Selected to Lead Adobe’s Creative and Social Impact

Adobe has selected Stagwell as its global lead for creative campaigns and social content within its Digital Media (DMe) division. The partnership will leverage the expertise of five agencies within the Stagwell network, providing a comprehensive approach that spans from research and insights to global strategy and creative execution. The agencies involved include 72andSunny, Code and Theory, Locaria, Movers + Shakers, and NRG.

Mark Penn, Chairman and CEO of Stagwell, expressed enthusiasm about the collaboration, stating, “We are honored to collaborate with Adobe, a brand known for creativity and innovation, to develop transformative tools for our clients and theirs.” He emphasized Stagwell’s commitment to delivering innovative solutions through its integrated offerings, aiming to inspire and empower Adobe’s global customers.

Each agency will play a specific role in the partnership. 72andSunny will handle global creative and strategy, building on its long-standing seven-year relationship with Adobe. Movers + Shakers will focus on managing global social content, emphasizing real-time cultural trends and producing agile, socially native content. Code and Theory will support the launch of Adobe GenStudio, though the remits of Locaria and NRG were not fully detailed.

In addition to this collaboration, Adobe and Stagwell have unveiled a three-year joint go-to-market initiative. This effort combines Adobe’s Experience Cloud, Document Cloud, and Creative Cloud with Stagwell’s Marketing Cloud to deliver personalized marketing solutions for Stagwell clients.

The announcement follows a strong financial performance for Stagwell, which recorded a 6% year-over-year revenue growth and $113 million in net new business revenue during Q2 2024.