Each year Adobe invites thousands of customers and employees to Las Vegas as part of its annual Summit for a week of discussions, education and, in the words of Adobe product executive Steve Hammond, some “fun”.
The event, which last year had 23,000 attendees, has long used the ‘Sneaks’ format as a way to drum up engagement and entertainment in a way that is a “little more casual” than the usual conference experience.
Sneaks calls on all of Adobe’s 20,000 employees to come up with ideas that demonstrate innovation, whether they be labs, prototypes or concepts.
Certain employees are then selected to present their idea as part of the Summit.
“What we find is that there are a lot of in the closet designers and engineers that work on these ideas on nights and weekends,” Hammond told B&T.
“They have an idea and they submit it – some of those turn out to be the most innovative and creative ideas that we have.”
Like many companies organising events, this year provided a unique challenge.
“We want to try to make sure that we can always get the innovators and the people who created the original idea on stage so that they can show off their technology,” said Hammond.
“But what happened this year, just like every other year, we planned in advance by capturing ideas early and then working with these teams to mature their ideas into something that we can present.”
Some of the final ideas this year included swapping clothes eCommerce with AI, promoting accessibility in marketing, AI for teaser images and captions and customer segments via natural language.
However, with COVID-19 continuing to worsen and travel restrictions starting to be enforced by some companies in late February, issues soon emerged for Adobe.
All employees coming from outside of the United States were told they would not be able to attend and present.
“That was a little disheartening to a few people, because they really want to show off their ideas and innovations,” he said.
However, when the pandemic worsened to the point where the in-person event was called off altogether, it meant anyone could present their idea.
“We ended up setting it up so that anybody who had submitted these ideas for Sneaks could actually present their content remotely. And it turned out to be a fun way for them to be able to show off their technologies and still be included,” Hammond said.
Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]
Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]
Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]
According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]
Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]
Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]
Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]
The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]
Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]