Adobe attempts to “break through” the market with bold new campaign. #MetricsNotMyths

“There’s never been a better time to be a marketer.”
Adobe Systems started the roll out their new marketing campaign titled “Metrics not Myths” in the attempt to leverage the emotions of marketers in today’s digital landscape. According to Ann Lewnes,Chief Marketing Officer at Adobe – “I hope you’ll pardon our French, but we want this campaign to be honest in capturing both the passion and genuine frustration marketers feel when their contributions are undervalued and they’re told the impact of their work isn’t measurable.” Ann’s Full Blog >

The new campaign aims to prove that marketing efforts in the digital realm DO have a significant impact on consumers and the results CAN be measurable. Unlike any campaign Adobe has run before, the focus will be presenting it’s message with humor, irony, and somewhat bold/provocative statements about marketing today.

Adobe presented it’s first myth – “Marketing is BS” in the New York Times and Wall Street Journal, and will be releasing others in the months to come including: “Social Media is Worthless” and “Marketers Hate Big Data”. Adobe is urging social users to join the conversation on Facebook and Twitter (#MetricsNotMyths). Adobe’s rich social campaign also includes fun videos like “BS Detector”:

How is the campaign doing so far? Seems like the results speak for themselves!

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