Adobe Woos Artsy Types For Creative Suite 2
By Diane Anderson
Monday, April 4 2005
Monday, April 4 2005
Published on AllBusiness.com
After courting c-level executives in its last campaign, Adobe is getting back to its core audience of creative types this month with a print push for Creative Suite 2 around the theme, "Everything but the idea."
The effort, via Goodby, Silverstein & Partners, San Francisco, seeks to address an art director's point of view. One print ad, for instance, shows a guy sprawled on his bed, lamp on, notebook open. Text reads: "Wake up. Write it down. Pray it still seems good in the morning." Another shows a pensive man at his office window, a computer monitor lit up behind him: "Every once in a while, you're the first one in the office. Not because you woke up early. But because you never left."
Wild postings will appear in New York this month. Jennifer Reynolds, director-worldwide advertising, said Adobe wanted to reach "insiders," and so placed ads near ad agencies and design firms. Sample copy reads: "Awards are meaningless. Until you get one."
Creative Suite 2 contains Photoshop, Illustrator, InDesign and InCopy, and is the sequel to the 2003 product. Joshua Duhl, an analyst with IDC, Framingham, Mass., said the suite is a cash cow for Adobe. "Creative Suite 1 really powered the company's financial earnings, so this release will try to continue that," he said.
Adobe's last campaign, themed "Simplicity at work," was aimed at more corporate types. Spending for the new campaign was not disclosed. Adobe spent $7 million in 2004, per Nielsen Monitor-Plus.
The effort, via Goodby, Silverstein & Partners, San Francisco, seeks to address an art director's point of view. One print ad, for instance, shows a guy sprawled on his bed, lamp on, notebook open. Text reads: "Wake up. Write it down. Pray it still seems good in the morning." Another shows a pensive man at his office window, a computer monitor lit up behind him: "Every once in a while, you're the first one in the office. Not because you woke up early. But because you never left."
Wild postings will appear in New York this month. Jennifer Reynolds, director-worldwide advertising, said Adobe wanted to reach "insiders," and so placed ads near ad agencies and design firms. Sample copy reads: "Awards are meaningless. Until you get one."
Creative Suite 2 contains Photoshop, Illustrator, InDesign and InCopy, and is the sequel to the 2003 product. Joshua Duhl, an analyst with IDC, Framingham, Mass., said the suite is a cash cow for Adobe. "Creative Suite 1 really powered the company's financial earnings, so this release will try to continue that," he said.
Adobe's last campaign, themed "Simplicity at work," was aimed at more corporate types. Spending for the new campaign was not disclosed. Adobe spent $7 million in 2004, per Nielsen Monitor-Plus.