Tech giant Adobe has appointed Omnicom global agency of record for marketing its digital experience and other enterprise solutions.  

The appointment came after a formal review following Adobe’s decision to roll up regional marketing assignments into a single global remit.  

Adobe’s digital experience products include Adobe Experience Manager, Adobe Target, Adobe Experience Platform and more, all designed to help businesses create and manage personalized digital experiences at scale.  

Omnicom Precision Marketing Group (OPMG) will lead the assignment; the OPMG executive in charge is Ali Alkhafaji, chief AI & technology officer. 

The agency said it will partner with Adobe’s Enterprise Marketing team responsible for executing DX and digital media campaigns targeting enterprise accounts. Omnicom will offer strategic support in campaign development and customer journey creation, including messaging, personalization, and media engagement and insights. 

It will also support the creation and global deployment of Adobe’s core content, high-value offers and promotional assets, Omnicom said, in addition to assisting with Adobe's key events like its Adobe Summit scheduled for later this month.   

Precision marketing, production and strategic consulting services will be key disciplines supporting the account, “with the ability to expand disciplines to meet business needs,” according to the agency. 

Luke Taylor, CEO, Omnicom Precision Marketing Group, issued a statement: “Omnicom has always shared Adobe’s ambition for personalization at scale, and this common objective is what will drive our work as we bring tailored omnichannel experiences to more Adobe enterprise customers. We plan to put our passion and knowledge of Adobe’s enterprise toolset into practice on this account, and we look forward to deepening our relationship with Adobe in this new capacity.”  

The two companies have a number of ongoing partnerships and Adobe also works with other agency partners—including Accenture Song, Dentsu, Havas, IBM Consulting, Interpublic Group, Media.Monks, Publicis, Stagwell and WPP to drive customization, integration and value-added needs for customers across industry verticals.