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News flash: Adobe Symposium contained no news

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News flash: Adobe Symposium contained no news
News flash: Adobe Symposium contained no news

On June 13, Adobe held its Digital Marketing Symposium at Alice Tully Hall at Lincoln Center here in New York City. Reporting for Direct Marketing News — with an on-the-go journalist's arsenal comprising, but not limited to a laptop, digital recorder, legal pad and several ballpoint pens — was yours truly, eager to get new scoops from Adobe, particularly pertaining to its heavily buzzed digital marketing suite.

The day's agenda appeared to be brimming with news. Following orientation would be a keynote featuring two speakers from Adobe: director of product marketing, Matt Langie, and Brian Thaut, global director of channel series engineering; as well as the EVP of Brooks Brothers, Ken Seiff and the VP of social media at Live Nation, Gretchen Fox. Not to mention the VP of Facebook, Blake Chandlee. To follow were three “breakout” lectures to be held simultaneously in different sections of the hall. The topics of the were “Invent the Future with Analytics,” “Putting Personalization to Work” and “The Bold New World of Advertising”. Another series of breakout panels was to take place after those.

My, my, I thought, how would I cover all the news of the day?

I found a communications coordinator with Adobe to connect me with Adobe experts at the helm of the exciting announcements that were surely in store. She couldn't have been more accommodating, swiftly connecting me with two Adobe publicists, who also couldn't be more accommodating, arranging an interview with speaker Thaut who … couldn't be more accommodating, acquiescing to a one-on-one chat after his presentation to give me a detailed breakdown of the newest addition to the Adobe Digital Marketing Suite: Predictive Analytics, due to launch in October. 

If you click on the link to Predictive Analytics, you'll see the press release for the program soon to be integrated in the Adobe Digital Marketing Suite — a program that generous Mr. Thaut took a good 20 minutes to explain to me in, of all places, the woman's choral dressing room of the Alice Tully Hall. Perhaps you've noted the date of the release: March 21, 2012. This big company news, like every other parcel of information shared at the Digital Marketing Symposium, is old news. 

Convinced there must have been an announcement of some sort that I'd missed, I consulted my ever-accommodating new Adobe friends. Each, in his/her roundabout, business-minded way told me the same thing: Silly reporter, symposiums are for existing products — for raffles, luncheons and cocktail mixers – not news.

Make no mistake — this is not a complaint. The speeches and demonstrations were engaging and the Adobe Digital Marketing Suite is a CMO's dream come true, from the looks of it. But was a cool product demo worth the high-security production Adobe put on? My notes say, "No."
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