The overarching theme of the European-focussed summits was “Personalisation at Scale,” which aimed to demonstrate how Adobe’s AI tools enhance, enrich, and evolve customer experiences across various touchpoints. Content showcased how Adobe’s AI helps to predict what customer expectations will be and then how it also helps to create a customer journey/experience which is reflective of customer expectation. Aspects of the Las Vegas programme had to be recrafted to successfully engage the European ‘leadership’ audience - and part of the challenge was the short lead time. The MCI team had to be extremely responsive and flexible - our commitment to delivering a very high standard of work demanded that we were a dedicated team that Adobe’s fluid and evolving team could rely on.
The creative approach to the summits needed to communicate an experience that was exclusive, but not elitist. Adobe’s most senior teams would be accessible at each event, where invited guests interacted in a relaxed and informal environment that felt distinctly Adobe. The creative treatment needed to consistently reflect Adobe’s culture and brand world, while simultaneously capturing the culture of each location.
There was a short lead time from pitch to contract and delivery across three cities in quick succession; making sourcing the right venues a key challenge. Each city had a limited selection of options, particularly Paris in the close lead up to the Olympics. In each location we had our local expert teams on hand to help. Our teams had to overcome the creative and technical challenges presented by the very different venues.
