This strategic pivot was driven by the need to deliver more personalised and impactful customer experiences, ensuring long term customer loyalty and a higher return on investment. Unlike the flagship event in Las Vegas, which successfully engages a wide range of audiences, the previous iterations of this format in Europe needed to be reimagined. Hence this more targeted model of the Adobe Summit: Executive Edition provided strategic opportunities to engage with C-suites in quick succession across three European cities, London, Munich, and Paris, following shortly on from the Las Vegas event.

The overarching theme of the European-focussed summits was “Personalisation at Scale,” which aimed to demonstrate how Adobe’s AI tools enhance, enrich, and evolve customer experiences across various touchpoints. Content showcased how Adobe’s AI helps to predict what customer expectations will be and then how it also helps to create a customer journey/experience which is reflective of customer expectation. Aspects of the Las Vegas programme had to be recrafted to successfully engage the European ‘leadership’ audience - and part of the challenge was the short lead time. The MCI team had to be extremely responsive and flexible - our commitment to delivering a very high standard of work demanded that we were a dedicated team that Adobe’s fluid and evolving team could rely on.

The creative approach to the summits needed to communicate an experience that was exclusive, but not elitist. Adobe’s most senior teams would be accessible at each event, where invited guests interacted in a relaxed and informal environment that felt distinctly Adobe. The creative treatment needed to consistently reflect Adobe’s culture and brand world, while simultaneously capturing the culture of each location.

There was a short lead time from pitch to contract and delivery across three cities in quick succession; making sourcing the right venues a key challenge. Each city had a limited selection of options, particularly Paris in the close lead up to the Olympics. In each location we had our local expert teams on hand to help. Our teams had to overcome the creative and technical challenges presented by the very different venues.

‍

Adobe’s brand world and messaging had to be consistent and often environmental and media assets had to be developed in advance and ready to go, showcasing our team’s keen understanding of technical requirements.

From the immersive presentations of the plenary sessions to the hands-on demos and environmental design, each element had to communicate the main thematic of ‘personalisation at scale’. The guest experience had to feel personalised and tailored, with the senior Adobe team and hosts on hand to enhance that intention through themed networking and demo areas. To immediately demonstrate the capability of Adobe’s tools, guests had their photos taken upon arrival, these being transformed into a variety of personalised portraits using Adobe Firefly. Welcome messages in each venue would display attendees’ names as guests entered and mingled.

‍

Each Executive Edition was oversubscribed, with 150 C-suite guests attending London and Paris and 100 attending Munich; many of whom shared their positive experiences on social media. Adobe’s leadership attended and presented across the summits including: Shantanu Narayen, Chair & CEO, Adobe,  Anil Chakravarthy, President, Digital Experience, Adobe, and Luc Dammann, President of EMEA. Adobe’s internal marketing team and high-value customers provided excellent feedback, highlighting the success of the personalised experiences and the overall event execution. The collaborative and agile approach of the MCI team enabled a very symbiotic relationship with Adobe and planning for the next edition has already started.

‍