Adobe Digital Marketing Cloud scores big win by partnering with Publicis

Adobe’s Digital Marketing Cloud user base suddenly got a whole lot bigger.

Global advertising conglomerate Publicis Groupe announced today that it would partner with Adobe to offer its clients a range of digital marketing solutions through the Adobe Digital Marketing Cloud. Publicis calls this new offering the Publicis-Groupe Always-On Platform, and it will include content management, analytics, audience segmenting and targeting tools for Publicis agency clients.

“By embarking on this journey with Adobe, a powerhouse in creative and marketing solutions, Publicis Groupe will be the first agency holding company to offer clients an integrated set of digital marketing solutions across all key marketing and creative agencies,” said Maurice Levy, chairman and CEO of Publicis Groupe in a press release. “We are solving a core marketing dilemma for our clients by enabling them to more personally interact with their customers and tell relevant, powerful stories at scale, while successfully navigating the complex digital landscape.”

Here are the Adobe tools that will be offered through the Publicis platform:

Multi-touch attribution: Through Adobe’s Analytics,  Master Marketing Profile and Media Mix modeling, clients will be able to plan and asses the effectiveness of their marketing capaigns across different channels. 

Audience Understanding: The ability to identify and target different customer segments using a data co-op provided by Vivaki,  coupled with ad targeting through Adobe Media Optimizer and Audience Manager.

Campaign/Marketing Automation: Cross channel campaign management through Adobe Campaign, integrated with search and social ad buys through Media Optimizer.

Content/Experience Management: Digital asset management for owned properties through Adobe Experience Manager.

This is a big win for Adobe, since its products will now be offered to clients via the digital agencies they’re working with. That’s an awful lot of clients given the number of participating agencies, which include BBH, DigitasLBi, Leo Burnett, MSLGROUP, Publicis Worldwide, Razorfish, Rosetta, Saatchi & Saatchi, Starcom MediaVest Group, VivaKi and ZenithOptimedia. Adobe can always sell technology directly to a client, but if it comes highly recommended and operated by an agency partner, it’s much more likely to get deployed.

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