Adobe has chosen Dentsu Creative as its lead global scaled creative and content agency for its Digital Media Business (DMe). The tech vendor has also appointed Stagwell as its global lead for creative campaigns and social content for its DMe business.

The partnership between Adobe, Dentsu Creative, and Tag Worldwide aims to redefine advertising by driving personalisation at scale through a Gen AI-powered content supply chain. Dentsu Creative will architect Adobe’s first ‘Global’ go-to-market model, designed to drive relevance, effectiveness, and efficiency globally and locally across key regions: Americas, EMEA, APAC, and Japan. The agency will also lead product and release marketing and local campaigns for Adobe’s B2B and B2C creative products and services.

The partnership is underpinned by a unified global technology backbone, enabled by Adobe’s integrated set of products and proprietary technologies from Dentsu Digital and Tag Worldwide.

Abbey Klaassen, Global Brand President, Dentsu Creative, said, “As a creative team that has long relied on Adobe’s products and services to imagine, create and bring digital experiences to life, this new partnership is meaningful in so many ways. We’re energised by Adobe’s vision to change the world through personalised experiences, and this fuelled us to bring transformative thinking and creativity to every interaction. Now, we’re ready to bring that to customers everywhere through Adobe’s Digital Media Business.”

Stagwell and Adobe meanwhile, will partner on a joint go-to-market initiative to accelerate the content supply chain for brands.

“We are proud to join forces with Adobe, a brand synonymous with creativity and innovation, to build game-changing transformation tools for our clients and theirs,” Mark Penn, Chairman and CEO of Stagwell, commented. “This partnership is another example of the value Stagwell is eager to create with clients via our integrated offering, and we are excited to bring our best-in-class creativity and technology to help Adobe inspire and empower their customers.”

The partnership brings together solutions across Adobe Experience Cloud, Adobe Document Cloud, Adobe Creative Cloud and Stagwell Marketing Cloud.

Under the Stagwell deal, Adobe will leverage 72andSunny by expanding their seven-year partnership to leading global social efforts, with a focus on mining cultural conversations in real-time and producing socially-native content with speed and agility. Code and Theory will be responsible for the launch of Adobe Gen Studio, among additional high-profile assignments across the Stagwell network.

Adobe will reportedly continue to work with Wavemaker and Publicis Media on its global media business.

COMvergence estimated Adobe’s media spend at US$450 million in 2023.