• by Mark Walsh  @markfwal, September 24, 2013

John Travis , VP of Worldwide Brand Marketing , Adobe, explained on an OMMA Global panel Tuesday morning that he has shifting more long-term planning to the agency side because he now focuses more internally on day-to-day management of marketing efforts. That’s a bit of a role reversal from the past when the agency handled more day-to-day responsibility for Adobe. Because of the more data-driven approach to marketing emerging broadly, Travis said he’s met more with IT in the last year than in the prior 10 years. He added that marketing is also integrated into business unit plans at the outset, reflecting the growing influence of digital as a key part of budgeting and planning.