Adobe Places Its U.S. Media Planning and Buying Business in Review

Goodby Silverstein & Partners handles creative for the brand

The software company spent around $55 million on U.S. media in 2016. - Credit by Adobe
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Software giant Adobe has launched its first U.S. agency review in more than a decade, seeking a new partner to handle its media planning and buying duties.

According to multiple people with knowledge of the matter, the San Jose, Calif.-based company is currently moving through the RFI process.

Goodby Silverstein & Partners has been creative agency of record for Adobe since beating out Deutsch and others in a late 2001 review. During the nearly 16-year relationship, GS&P eventually picked up media duties while creating such memorable campaigns as 2016’s Bond-style “Secret Agent” and the more recent comedic “The Heist.”

The current review is said to concern only media and will therefore not affect GS&P’s creative responsibilities. It is not known which agencies will be competing for the business.

“While we’re always seeking to improve the efficiency and effectiveness of our advertising programs and work with several agency partners to do this, GS&P remains our key and most award-winning partner for creative work,” a spokesperson from Adobe said. “We’re excited to continue our long-standing partnership with GS&P in this capacity.”

Adobe is no stranger to trends in the ad buying business. In 2015, the company released what it called “the industry’s most advanced programmatic ad platform” as part of the Adobe Marketing Cloud product suite.

Kantar Media’s latest numbers have Adobe spending about $55 million on measured media in 2016 and $27 million in the first half of this year.

@PatrickCoffee Patrick Coffee is a senior editor for Adweek.
Publish date: October 26, 2017 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT