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Software Maker Using $4 Mil. Campaign to Introduce Web Focus
SAN FRANCISCO–Young & Rubicam is introducing Adobe’s new
Web-friendly personality with the biggest single ad campaign in the 16-year-old software maker’s history.
The $4 million print effort breaks today in the U.S. and Europe; outdoor work breaks in San Francisco and New York.
While previous campaigns have focused on tech and product features, the new work leans toward image and branding. Aimed primarily at Web designers and publishers, the ads seek to shift Adobe’s image from a traditional print-oriented software company to a leading-edge, Web-savvy supplier, said Peter Isaacson, group manager of brand communications.
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