Adobe Advertising Ambassador Program Launches in Australia
by Nick McLachlan
posted on 07-30-2019
To help build the marketer of the future, Adobe is launching a global-first Adobe Advertising Ambassador Program to lead transformation of digital experiences in the Australian market. Partnering with five leading agencies and Adobe solution partners across the Australian market – GroupM, Cummins&Partners, CHE Proximity and Accordant – this program will educate, train and drive expertise across Adobe Analytics, Audience Manager and Advertising Cloud.
In a bid for greater transparency, ownership of key data assets and a more holistic approach to digital marketing, many brands have moved some aspects of their media buying in-house. A key challenge faced by brands has been the ability to scale, hire and enable talent to execute across the technology of choice. If not navigated effectively, this journey can increase costs and reduce efficiency to market.
The in-house shift for many brands is not about removing the agency from the picture but creating a balanced partnership for success where the brand has ownership over the technology and data. This is where trusted and transparent partners, who are experts on the technology chosen by their customers, can deliver centres of excellence for mutual success at a scale that simply cannot be done in-house.
This opens up opportunities for the agency to go beyond the activation layer to provide full service across paid, owned and earned assets, as well as expertise on technology to empower and enable brand strategies. To do this, agencies need forward-thinking experts who can activate and orchestrate customer journeys across full stack solutions, such as Adobe.
“As we move away from media metrics and buying at scale and focus on delivering real business outcomes, new integrated partnerships among technology platforms like Adobe, leading Australian brands, and forward-thinking agencies is the way of the future. The Adobe Advertising Ambassador Program will seek to drive this through creating centres of excellence to help drive these business outcomes,” said Phil Cowlishaw, Head of Adobe Advertising Cloud, APAC.
Individuals in the program will receive intensive training and strategy from experts across the Adobe Experience Cloud. Over the course of three months, the program will put graduates on the path to become Adobe Certified Experts in up to three Experience Cloud solutions – Adobe Analytics, Audience Manager and Advertising Cloud. This upskilling will improve a graduate’s expertise across solutions and understanding of a holistic implementation to achieve business objectives. By the end of the program, participants will also be enabled to drive strategic conversations with their clients that look beyond media activation platforms and start addressing digital advertising as a piece of a greater customer journey delivered across paid, owned and earned channels.
“Australian brands are increasingly adopting Adobe Analytics, Audience Manager and Advertising Cloud as they look to get a single view of their customer. This provides greater insight into behaviour across the entire customer journey, as well as an omni-channel buying platform, which can serve personalised experiences wherever a customer interacts with them,” said Cowlishaw. “The demand for people who can help brands succeed across these solutions has never been higher and I’m incredibly excited to see this first cohort learn, grow and drive success for our mutual clients.”
The Adobe Advertising Ambassador Program will launch in August 2019, exclusively for selected Australian partners with a wider rollout to follow. Learn more about what it means to be an Adobe partner today.
Topics: Digital Transformation, Advertising, APAC