Accordant is the first agency in the world to gain new Adobe Advertising Specialization

As brands continue to break down the siloes between IT and marketing teams to deliver connected advertising experiences, it is essential that their agencies possess the skillset to help them maximise the possibilities that this brings. Accordant is a partner that brings this to life, and it is no surprise that they have been announced as the first agency in the world to gain the new Adobe Advertising Specialization.

The new specialization, launched in September, is designed for agency partners with expertise in Adobe Advertising Cloud Search and DSP, Adobe Analytics, and Adobe Audience Manager and was created to help train, scale, and certify the agency partners, and marketers of the future.

For Scott King, the COO and co-founder of Accordant, achieving the specialization helped validate the expertise that has enabled them to create solutions that enable advertising transformation. This transformation is driven by a mandate to become more data-driven across segmentation, optimization, and insights, moving away from static campaign strategies.

“We believe Adobe Advertising Cloud is one the media world’s best-kept secrets, a DSP platform that merges programmatic and media, that is advertiser agnostic, provides transparent budget management, uses a best-in-class proprietary optimisation algorithm, and can utilise Analytics data to further enhance bidding management strategies is entirely unique and incredibly powerful,” says King.

Phil Cowlishaw, the head of Adobe Advertising Cloud for APAC, was thrilled that Accordant could be the first in the world to achieve this.

“Brands are increasingly integrating their technology across Analytics, Audiences, and Advertising to enable more always-on, data driven customer engagement strategies through paid media. This is driving the demand for partners that can help to deliver on this vision and was the reason we created our new multi-solution specialization. Accordant’s investment in the education of their team to help customers on this journey continues to create immense value, and we’re thrilled that this world-first can go to them and be a standard bearer for the Australian market and for agencies globally,” Cowlishaw says.

The partner ecosystem is critical to Adobe’s success, says Joanna Nicholls, ANZ partner manager.

“Accordant continues to raise the bar with their consistent willingness to lead, influence, and embrace the Adobe journey. Accordant is the first partner globally to achieve Adobe’s new multi-solution Advertising Specialisation, demonstrating their versatility and dedication,” Nicholls’ says.

Please visit the Solution Partner Portal to learn more about the new Adobe Advertising Specialization for your organization, or to get started on the Adobe Qualified Digital Advertising Lead learning program. Individuals at brands can also take the Adobe Qualified Digital Advertising Lead course, available in our Captivate Prime learning portal.