Adobe has expanded its relationship with Stagwell, appointing it as its global lead for creative campaigns and social content for its Digital Media (DMe) business. The companies also announced a joint content supply chain venture. 

Stagwell said that five agencies will contribute to the assignment, including 72andSunny, which will expand its seven-year partnership with Adobe and lead global creative and strategy within the new setup.  

Movers+Shakers will lead global social efforts, with a focus on mining cultural conversations in real-time and producing socially-native content. Code and Theory will be responsible for the launch of Adobe GenStudio and other assignments. 

Stagwell and Adobe will also partner on a joint go-to-market initiative to accelerate the content supply chain for brands, the end-to-end process used to deliver content for marketing campaigns and personalized customer experiences. 

This partnership brings together units from both firms (Adobe Experience Cloud, Adobe Document Cloud, Adobe Creative Cloud and Stagwell Marketing Cloud) to serve their respective clients.