WPP: Adobe Experience Cloud Solution Partner of the Year

17 January 2018Leigh Gammons

What does it take to be Adobe's Solution Partner of the year? Our Director of Business Development, Leigh Gammons tell us what goes on behind the scenes.

At the end of 2017, WPP was announced as the Adobe Experience Cloud Solution Partner of the Year. This hugely coveted award recognises the partner that has delivered the greatest value and impact to Adobe’s business throughout the year and as WPP’s official press release stated,

...reflects the success of the WPP Adobe Alliance, which was formed in 2015 to expand the strategic relationship between the two firms, and to make available to clients the unrivalled collective expertise of WPP’s agencies in implementing Adobe Experience Cloud.

But what does it really take to win this award?

Continuous innovation

Cognifide and WPP have always been at the forefront of Adobe’s innovation. While Cognifide are specialists across the Experience Cloud, having delivered numerous world firsts with Adobe technology; there are over 20,000 Creative Cloud users across the WPP Group.

We invest a huge amount of time working with individual Adobe product teams, from a marketing, engineering and sales perspective, to get ahead of the curve on new features and the benefits that they  provide our clients. We are active members of the various advisory boards, Beta programmes and communities that Adobe has to offer, feeding real life problems and genuine thought leadership into their roadmaps.

Exceptional delivery track record

Although it’s easy to get excited about new technologies, if existing investments don’t deliver against business objectives, future funding just won’t be available. Failure to deliver is not an option and a failed implementation can set a business back years. Over the years we have reassured Adobe that our clients have a trusted partner to help them navigate the inevitable ups and downs of technology implementation, whilst achieving the business goals on which the original investment was made.

Bringing together different tools across the Experience Cloud is when organisations will really start to see the value. We’ve been working recently with an automotive client to bring 5 Adobe Experience Cloud products (AEM, Target, Analytics, Audience Manager and Campaign) together, with external and internal data sources, to provide truly personalised digital experiences that deliver against Adobe’s promises. This was a pioneering team effort between client, Cognifide, WPP sister agencies and Adobe, and has set a new world first.

The sum of the parts

Adobe is the clear leader in digital experience focused Forrester and Gartner Magic Quadrants.  WPP is the reigning Cannes Lions Network of the Year - and has been for the last six years. Our partnership is a compelling story for marketing and technology executives. What makes the sum of the parts so strong is the depth of expertise that lies in each specialist WPP agency.

Our Experience Cloud competence is underpinned by 6 key agencies - Cognifide, Wunderman, VML, Mirum, Ogilvy and Group M - providing localised in-depth expertise across the full product suite. A huge amount of time is spent together with Adobe, getting cross-functional teams just right for our clients. It’s this investment in teams that Adobe has recognised in giving us this award.

We’re chuffed to bits with this award. But the reality is that the success of the partnership lies in the strength of the relationships that we have with our Adobe peers. The technology is second to none but the team is where the magic lies.

Thanks Adobe! And thanks to all our WPP partners for the role they’ve played in this success story. 2017 was a great year but 2018 is set to really rock!

Author: Leigh Gammons
Published: 17 January 2018

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