Keith Anderson

Adobe Systems launched a three-month campaign, “Metrics Not Myths,” to support its move into the digital marketing space. The effort, rolled out last month, offers the Adobe audience a peek behind the curtain as the company combats the notion that marketing remains a soft science. Adobe introduced print and online ads disputing the claim that “marketing is BS.” An executive in one video spot slaps a marketing consultant uncertain that social media performance can be measured. Another marketer receives an electrical pulse each time he uses jargon rather than the kind of crisp facts

Another blue-chip brand is turning to what was once called blue language to help stand out in a cluttered advertising landscape. In this instance, the brand is Adobe, which in a campaign getting under way this week seeks to support efforts by marketers to prove to their bosses that spending on advertising is not a waste of money. The campaign portrays products like Adobe Analytics, Adobe Media Optimizer and Adobe Social as valuable tools for marketing executive

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