More than 1200 hundred people are attended the Adobe Make It conference yesterday and thousands more streamed online throughout the Asia Pac region. The conference held in Sydney’s Carriageworks focused heavily on the intersection between what’s new in technology, data and creativity.
In delivering the keynote Adobe’s President for Asia Pacific, Paul Robson said “The greatest experiences start with amazing content. It’s that emotive response that is connection generated by great creativity. Data is what enables us to get that to the right person on the right person on the right device. We must engage with data in the way we create.”
Abode also took the chance to reveal some results from their recent Adobe New Creatives Report, which showed 57 per cent believe design and creativity have a important affect on business performance. While 73 per cent of people said they want to understand more about analytics and metrics and 87 per cent said the best days are ahead of us.
Meanwhile Adobe’s vice president for brand marketing Sarah Gormley suggested an alternate standpoint on the subject of disruption arguing that too much emphasis from brands and agencies is focussed on fretting about digital transformation saying, “Digital transformation hasn’t changed a thing. What we know is creativity, design, story telling, empathy is the bed rock of providing enhanced experiences.”
Gormley went on to say that the industry must embrace data but should not confuse data as a substitue for creativity. “It helps generate great creativity” she said.
The conference which also included talks from what Adobe termed “creative geniuses” such as Kevin Dart the creative director from Chomosphere with work as an illustrator for movies such as Peabody and Sherman and Big Hero 6 and Erik Johansson a digital artist who’s recent Youtube antics in association with Adobe have yielded 25 million views.
Meanwhile Adobe’s Senior Technology Manager – Digital Video, Karl Soule discussed the growing trend for creatives to use lightweight devices such as the Microsoft Surface or the iPad Pro while working on significant projects in tandem with powerful desktop PCs.
“It’s about being creative where ever you happen to be and with what ever device you happen to have” he said.
Customer insights platform, Ideally, has expanded its regional footprint as part of its ambitious growth strategy, announcing the appointment of Simon Gawn to lead Australian operations. Ideally appoints Gawn on the back of exponential growth since launching in August this year, already boasting a strong and established Australian-based client roster. Gawn’s immediate remit is to capitalise on Ideally’s significant growth opportunities in Australia, a market five times larger than New Zealand.
Aussie coastal lifestyle brand SurfStitch has announced a bold repositioning with a new brand identity and campaign, “Ready for Everywhere”. Reflecting the brand’s commitment to inspiring people to embrace their lifestyle, whatever it may be, the strategic shift reflects a commitment to facilitating style that adapts to the life its customers lead across a broad […]
Man of Many has Announced Key Hires Amidst a Year of Extraordinary Achievement Lead image: Naman Singh & Alex Martinez Man of Many, recently crowned B&T media platform of the year, Australia’s premier men’s lifestyle digital publication. Announces the addition of two crucial members to its team – Naman Singh as SEO Content Specialist and […]
Australian property site realestate.com.au has announced the extension of its partnership with the Sydney Swans for two further seasons. Lead image: Tom Harley, Owen Wilson and Tom McCartin realestate.com.au has partnered with the Swans since 2016 and has called the back of the club’s iconic guernsey home since becoming a major partner in 2020. This […]
Leading independent media agency, Avenue C, is thrilled to announce the appointment of Paula Lopes as Digital Director. Paula, a seasoned professional with over 17 years experience in the media industry, joins Avenue C from her role as Chief Operations Manager of KINESSO (merger of Reprise, Matterkind, and Kinesso specialities).
oOh!media brought together more than 260 of its sales, operations, commercial, marketing, finance and leadership teams last week for its national annual revenue and growth conference. Held over two days at the picturesque Rydges Resort in Hunter Valley, the event ‘Fusing people and performance’ focussed on how to build a high-performance mindset and how it […]
Free TV has welcomed the federal government’s ongoing commitment to ensuring that all Australians can access their local free television services on connected TVs through the introduction of legislation to implement a prominence framework in coming days. Free TV CEO Bridget Fair (lead image) said: “Right now, Australian viewers are being steered in the direction […]
New-generation media agency 27 Degrees Media has been appointed to manage digital media for national tyre retailer Tyreright in one of its first Australian client signings. Lead Image: Loan Morris – 27 Degrees Media CEO Under the partnership, 27 Degrees Media will be responsible for all digital media strategy, planning and buying, along with influencer […]
Brisbane performance agency farsiight has announced the launch of its new market positioning, Growth for Good, in response to a changing business landscape, marking a departure from a “growth at all costs” mentality that has defined the industry in recent years. Agency founders and brother duo, Josh and Ben Somerville, envision Growth for Good as […]
Australia’s largest privately owned transit media supplier, GoTransit Media Group, now offers unprecedented options for transit advertising in Newcastle – on both land and sea following their successful tender to supply interior advertising inside the popular Stockton Ferries. The national transit media company is already well acquainted with the thriving NSW market, having successfully operated […]
Heritage and People’s Choice have launched People First Bank, the new name for positive change in banking Australia’s largest customer-owned bank has unveiled its new brand, announcing that Heritage and People’s Choice will be unified under the new name of People First Bank. Chairman Michael Cameron said the highly anticipated new brand offered a compelling […]
L’Oréal Groupe Australia and New Zealand have announced one of the largest investments to the Great Barrier Reef Foundation to pioneer new coral restoration efforts in the region. L’Oréal Groupe Australia and New Zealand have announced today a new partnership with the Great Barrier Reef Foundation (GBRF), to help coral reefs withstand the devastating impacts […]