WE Communications (formerly WE Buchan) has won Adobe’s ANZ PR brief following a competitive pitch.
The win sees the expansion of WE’s current remit with Adobe, partnering with them on its social and influencer campaigns since early 2017.
The new remit will cover the entirety of the Adobe business, including corporate communications, media relations, events, product PR and analyst relations.
Adobe’s communication manager for Australia and New Zealand Heather Edell said she was excited to begin work with the new team.
Edell said: “WE demonstrated a deep understanding of our business alongside strategic thinking and creative ideas.
“We also loved the experience and passion of the team, making them the right PR partner for us.
“We look forward to collaborating with WE to help support the exciting next phase of our rapidly growing business.”
The change marks the end of a six-year relationship between Adobe and its previous PR agency Edelman.
Commenting on the move, Adobe thanked Edelman for the partnership.
“Edelman Australia has been a valued partner in our communications efforts since 2013,” the company said in a statement.
“Together, we are proud of what our partnership has achieved, and we thank the team for their many contributions in growing our brand in Australia and New Zealand.”
WE CEO of Australia Gemma Hudson (featured image) said strong sector knowledge and whole of agency approach were crucial factors in securing the account win.
“Our existing relationship with Adobe provided insight, but the strength of our understanding of the whole of business focus for Adobe, and a series of creative pathways to integrate into existing campaigns and timelines demonstrated our passion for the brand,” she said.
“The expanded partnership with Adobe really enables us to flex our muscles across the full communications spectrum.”
She added: “We are bringing together a suite of experts for this work, from PR consultants to creative strategists and social and digital specialists – we are excited to bring meaning and action to the Adobe story at every level.”
WE executive vice president of Australia & Singapore Rebecca Wilson said: “It’s a privilege to be appointed by Adobe, a global technology powerhouse that continues to change the world through digital experiences.
“By bringing together the best and most suited team of PR professionals and combining them with our global insights, we have been able to produce award winning work for Adobe in the last two years in the digital, social and creative arenas and we look forward to expanding this success with a new innovative and integrated communications approach.”
WE will begin work for Adobe in December2019 with the PR account to be managed by WE’s Australian general Mmnager and head of technology, Nathaniel Bradford.
Adobe is among WE’s strong portfolio of technology clients including Akamai, Amadeus, RSA, UiPath, and Gigabyte.