Adobe
Delivering personalisation at scale for long-term loyalty and ROI
The mission
To reimagine executive engagement across Europe.
Large-scale activations were no longer enough to engage decision-makers such as CEOs, CCOs, and CTOs. Adobe needed to pivot towards a model that spoke directly to this audience’s priorities — with relevant, real-world applications of Adobe’s GenAI and digital experience innovations.
The objective was to build long-term customer loyalty and greater ROI by demonstrating how Adobe enables personalisation at scale — not just in theory, but through real-time, human-centred execution.
The participation of 100+ C-suite leaders in summits across London, Paris, and Munich validated the strategic impact of experience-led, personalised engagement.
The transformation
At the core of each summit was the theme “Personalisation at scale” — brought to life through immersive content, real-time demonstrations, and human interaction. From the initial experience to the final farewell, every element was designed to be personal, purposeful, and aligned with Adobe’s brand values.
The solution came in the form of a new model: Adobe Executive Summit: Executive Edition — a series of invite-only, high-touch experiences hosted in London, Munich, and Paris. This personalised yet scalable experience was not just about showcasing tools — it was about proving Adobe’s vision in action.
By placing personalisation at the centre of both message and method, Adobe didn’t just tell a story about the future of digital experience — they delivered it.
Highlights included:
Welcome moments powered by Adobe AI
Attendees were greeted with personalised messages and portraits created using Adobe Firefly — making the experience instantly memorable and demonstrably tech-forward.
Immersive environments
From the plenary to demonstration zones, the event space reflected local culture while maintaining the global Adobe brand essence.
Executive access
Attendees connected directly with Adobe leadership, including CEO Shantanu Narayen and key regional presidents, reinforcing the company’s commitment to customer relationships at the highest level.
Speed, agility, and local expertise
Despite tight lead times and venue constraints, the execution was seamless thanks to deep collaboration between Adobe and mci group’s local teams.
The vision
To elevate Adobe’s narrative for a leadership audience — aligning thought leadership, technology, and Adobe’s distinctive culture into a single, cohesive experience that felt exclusive, but not elitist.
Key transformation outcomes:
- Shift Adobe’s storytelling to focus on high-value commercial customers
- Demonstrate the real-world application of GenAI for scalable personalisation
- Elevate the customer journey through tailored, premium experiences
- Strengthen Adobe’s positioning with Europe’s top executive decision-makers
