At Seybold Seminars today in New York, Adobe Systems Inc. announced a new ad campaign aimed at creative professionals in New York. The $3.25 million “Tools for the New Work” campaign will run next week on New York billboards and kiosks concentrated around advertising agencies and design firms, as well as print publications catering to the professional design and advertising markets.
The ads, created by Goodby, Silverstein and Partners, promote Adobe InDesign 2.0 and affirm Adobe’s commitment to the professional design community. The ads use Goodby, Silverstein’s signature sense of humor to grab attention and connect with designers on issues of productivity and creative control.
“Our new branding initiative builds on the solid reputation we’ve established among creative professionals,” said Melissa Dyrdahl, senior vice president of corporate marketing and communications for Adobe. “By concentrating on New York for the first phase of the campaign, Adobe is demonstrating its leadership in providing graphics professionals with core software tools to enhance both their creativity and productivity.”
Future campaigns for products including Adobe Acrobat, Adobe Illustrator, and Adobe Photoshop software will also make use of the Tools for the New Work tagline and refer to a broadening of the company’s core message to address the needs of both the creative professional and a wider business audience.
Adobe is at Seybold this week and can be found in booth 401 at the Jacob Javitz Convention Center in New York. Seybold runs through February 22, 2002.
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