Adobe CMO 谈为何打造五年来最大品牌活动 Made to Create
Adobe’s CMO on Why It’s Made Its Biggest Brand Campaign in 5 Years
- 1Adobe 在迈阿密 Adobe Max 大会推出 Made to Create 品牌活动，主打人类创造力
- 2活动汇集来自 18 个国家的超过 30 位艺术家，展示作品及背后的 Adobe 工具
- 3CMO Lara Balazs 称这是五年来 Adobe 第一次把全线产品放进同一场品牌活动
- 4报道将活动背景归结为 AI 正在冲击创意软件业务的商业经济模式
Adobe 用五年来最大规模的品牌活动重申人类创造力立场，这是其在 AI 冲击创意软件商业模式下的品牌层面回应。
- 影响：AI 正在冲击创意软件的商业经济模式，厂商选择以品牌叙事强调人类创造力应对；把全线产品整合进一场活动，也显示营销资源向统一品牌主线集中。
- 参考：可考虑在评估创意类软件采购时，把各厂商 AI 功能走向与定价变化一并纳入盘点；营销团队值得参考把全线产品收进单一品牌主线的做法，先梳理自家品牌沟通是否分散。
- 依据：活动规模与五年来整合全线产品的说法来自 Adobe CMO Lara Balazs 官方口径，暂无独立验证；AI 冲击创意软件经济是报道方的背景表述。
Adobe’s latest ad makes the case for human creativity at a time when AI is challenging the economics of the creative software business.
At Adobe Max, the company’s annual creativity conference in Miami, the company put its new “Made to Create” campaign at the center of the event, bringing together over 30 artists from 18 countries to showcase the people and the Adobe tools behind the work.
The campaign is the first time in five years that Adobe has brought the breadth of its products together in a single campaign execution, according to Lara Balazs, Adobe’s chief marketing officer.
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来源：Adweek · adweek.com