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29-30 April, 2015 | ICC, ExCel, London
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The Need for Speed
Creative Cloud to Marketing Cloud Asset Sharing at Formula One
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Shell Ferrari Technical Partnership
Shell Ferrari Technical Partnership
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
3
Right fuel, right technology, right team
4
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Michaela Strand
Product Manager, Adobe Marketing Cloud Core Services
michaela@adobe.com
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Agenda
1). Introduction to Marketing Cloud Assets
2). The Creative-Marketing Divide
3). Historical Challenges
4). The Solution: Asset Sharing in Action
5). Use-case: Formula One
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Adobe Marketing Cloud
http://bit.ly/1x7fv7z
SOLUTIONS
MEDIA
OPTIMIZER
CAMPAIGN
SOCIAL
TARGET
EXPERIENCE
MANAGER
ANALYTICS
PRIMETIME
CORE
SERVICES
PROFILES &
AUDIENCES
PLATFORM
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
ASSETS
ACTIVATION
MOBILE
EXCHANGE
COLLABORATION
Data & Content
#AdobeSummit @twitterhandle
AUDIENCE
MANAGER
USER
MANAGEMENT &
ADMINISTRATION
Marketing Cloud Assets
The Marketing Cloud Assets core service is a service to store,
sync and share digital assets for use across Marketing Cloud
solutions and the Creative Cloud.
© 2014 Adobe Systems Incorporated. All Rights Reserved.
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The Creative-Marketing Divide
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Art + Science
Creative Cloud
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Marketing Cloud
Creativity + Data
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Chris Muscutt
Managing Digital Development
Across Shell
chris.muscutt@shell.com
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
DIGITAL Marketing Footprint & Adobe Solutions in place
Websites & Mobile Apps
Social
Sponsorship &
Partnership
(Creative work)
Publications
5.5m fans
Newsletters
CAMPAIGN
© 2014 Adobe Systems Incorporated. All Rights Reserved.
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
SOCIAL
EXPERIENCE
MANAGER
ANALYTICS
DIGITAL PUBLISHING
SUITE
CREATIVE CLOUD
High-Performance
vehicle
The tools that increase speed
to market
Precision driver &
pit crew
Quality fuel
The marketing-ready assets
that drive engaging content
14
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The workflow to drive global
coordination
High-Performance
vehicle
The tools that increase speed
to market
Precision driver &
pit crew
Quality fuel
The marketing-ready assets
that drive engaging content
15
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The workflow to drive global
coordination
High-Performance
vehicle
The tools that increase speed
to market
Precision driver &
pit crew
Quality fuel
The marketing-ready assets
that drive engaging content
16
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The workflow to drive global
coordination
The Challenge
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Quality fuel
The assets that drive engaging content
18
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Pain Point
With thousands of assets from each event…how do you quickly go from this…
…to this?
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @twitterhandle
High-Performance vehicle
Tools that increase speed to market
20
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Pain Point
SharePoint
DAM
Multiple DAMs
External & internal systems
Security
DAM
Dropbox
‘Where is the master?’
Flickr
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Google Drive
Email
#AdobeSummit @twitterhandle
Creative
Cloud
DAM
Precision driver and pit crew
Workflow to drive global coordination
22
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Pain Point
Manual hand-off’s across virutal teams
•
Limited visibility into asset creation & review process
•
Lag between asset creation and inclusion in
campaigns
•
Agency partners add new processes
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @twitterhandle
The Solution
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Solution
Share assets between Creatives and Marketers
Freelancer
Social
Web
Agency
Quality fuel
Streamlined asset creation,
review and approval
Email
Internal
25
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Powerful & tightly integrated
ecosystem
Solution
Connect your Tools in a common ecosystem
MEDIA
OPTIMIZER
SOCIAL
TARGET
MARKETING CLOUD
ASSETS SELECTOR
Marketing Cloud Assets
26
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
EXPERIENCE
MANAGER
CAMPAIGN
SYNC
High -Performance
Vehicle
SYNC
ANALYTICS
Solution
Drive consistent experiences across channels with Global
Centers of Excellence
• Creative Production
• Social
• Websites
• Mobile
• Newsletters
Precision driver &
pit crew
Global Centers of Excellence
27
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Use-case: Formula One
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Asset Creation and Time-to-Market at Formula One 2015
www
Ps
Id
Ai
29
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Right fuel, right technology, right team!
30
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Empower teams to collaborate
without ever leaving the tools
they’re using every day.
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Creative Cloud –
Marketing Cloud Integration
is LIVE today
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Thank You
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.