• by Richard Whitman , Columnist, February 7, 2018

GroupM’s Wavemaker has been appointed lead media agency in the U.S. for software giant Adobe. It’s the first U.S. win for the agency, since it was formed last year by GroupM, which it did it by merging sibling agencies MEC and Maxus.

The appointment brings together all on and off-line media communications planning and buying across Adobe’s three core product Clouds: Creative, Experience and Document.  

Goodby Silverstein & Partners previously handled U.S. media chores for the client and remains its creative agency here.

The appointment also extends Wavemaker’s partnership with Adobe. Wavemaker in Switzerland (formerly MEC Switzerland) has been working for Adobe in Europe for the past 13 years.

Also Adobe and GroupM parent WPP have had an alliance for several years which seems to have reaped benefits—the holding company was named Adobe’s Global Digital Experience Cloud Solution Partner of the Year for 2017. The alliance, formed in 2015 has brought Adobe Experience Cloud capabilities to WPP clients around the globe. 

Steve Weeks, Head of U.S. media strategy and planning for Adobe stated, “We are excited to leverage Wavemaker’s innovation and expertise, especially their leadership in using Adobe Experience Cloud. It’s going to be a fantastic partnership in support of Adobe’s U.S. marketing efforts.”

Adobe spent close to $19 million in measure media in the U.S. in 2016 according to Kantar Media.