Adobe drive aims to build image as a Web company

Snyder, Beth
October 1999
Advertising Age;10/4/1999, Vol. 70 Issue 41, p28
Trade Publication
This article reports on the brand-identity advertising effort launched by software marketer Adobe Systems on October 4, 1999. Adobe Systems wants to be known as a company that can transform Web publishing. Y&R Advertising of San Francisco, California created the print, outdoor and Web work. The billboards and wild postings, Internet and print advertisements are designed to drive traffic to several of Adobe's microsites. Once on the sites, customers can test and try out Adobe products, including Photoshop 5.5, Illustrator, Premiere and After Effects. The advertisements entice readers with the microsite Web addresses as headlines. Coinciding with the debut of the campaign on October 4, 1999, the Adobe.com Web site also will be re-launched. Print advertisements will appear in several magazines including Details and Spin. Adobe is expanding its media buy from traditional Web and publishing magazines with the goal of reaching young, hip designers and trendsetters. Adobe also plans to take the campaign global later in 1999.


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