Accenture, Adobe unlock content supply chain value

Accenture and Adobe are collaborating to help enterprise marketers unlock the value of their content supply chains. 

The companies have developed new services that help marketers more effectively create and deliver content using Adobe's integrated Content Supply Chain solution, fuelling personalised customer experiences at scale.

Launched at Adobe Summit 2023, the collaboration combines Accentures experience in process improvement, change management and marketing with Adobes comprehensive set of creative and experience applications and integrations to assess the content landscape and identify areas ripe for optimisation. By embracing data to uncover new efficiencies and ways of working, marketing organisations can cut costs, while driving creative and financial growth.

With rapidly evolving customer preferences and the exploding number of channels, markets and formats, marketers are increasingly challenged to efficiently produce personalised, dynamic and optimised content that brings their brands to life. According to Accenture research, 95% of global leaders believe their customers are changing faster than their businesses. Together, Accenture and Adobe will help marketers transform their approach to content to be more agile amid uncertainty and remain relevant.

"With the growing velocity of content production comes the need to identity the right content, format and channel for each asset to deliver engaging customer experiences that drive real business impact," says Jim LaLonde, Accenture Adobe Business Group lead. 

"Leveraging Adobe technology and Accenture services, our new services bring together the people, tools and workstreams needed for our clients to effectively plan, create, manage and deliver content across industries and around the globe," he says.

Justin Merickel, vice president, Business Development and Partners, Adobe, adds, "Content fuels the digital economy and together Adobe and Accenture are equipping brands to build high-performing content supply chains that deliver the quantity and variety of effective, personalised content customers now expect. 

"With content demand expected to grow five times over the next two years, Adobe and Accenture will help marketers transform the content supply chain to drive measurable business outcomes,' he says.

To better command its content, Accenture is piloting the content supply chain services and technologies as part of a broader marketing transformation. As a result, the Accenture marketing and communications team has gained transparency into campaign performance, increased alignment with business priorities and improved the ability to track budgets and resources. It provided new insights to align content to relevant campaigns and deliver them through the right channels, based on audience preferences.

"As part of our broader marketing transformation, we collaborated with Adobe on a modular approach to content production that saves time and money, enabling our creative teams to focus on doing what they do best," says Jill Kramer, chief marketing and communications officer, Accenture. 

"Our transformation is a powerful example of how marketing organisations can unleash the power of creativity by creating and distributing personalised content faster and at scale, while delivering a compelling experience for clients," she says.

Adobe is also partnering with Accenture to transform its own marketing operations. Accenture is helping Adobes B2B marketing organisation scale the delivery of personalised marketing campaigns through the use of Adobe Real-Time CDP. By unifying data across multiple sources into actionable profiles for use across Adobe Experience Cloud applications, Adobe expects to amplify its impact and reduce operational complexity in delivering high value experiences to customers.