Newell Brands is expanding its partnership with Adobe to integrate generative artificial intelligence (AI) solutions into the content supply chain.
The collaboration uses Newell brands using Adobe Firefly, Adobe Express and other Adobe Tools across its portfolio, including brands such as Sharpie, Rubbermaid, and Yankee Candle.
Improved efficiency
Through adoption of Adobe Firefly Services, Firefly Custom Models and Adobe Express, Newell Brands reports significant improvements in efficiency in content production workflows. The company said the creation of paper buddy packaging content has accelerated by 75%, and the time required to generate social media assets for Oster products has been reduced by 33%.
This implementation is part of Newell Brands’ broader omnichannel marketing and content strategy, aimed to enhance engagement with both consumers and retail partners across a variety of platforms, including social media and e-commerce.
Newell Brands expands the use of Adobe’s enterprise content supply chain solutions, such as Adobe Workfront and Experience Manager, from campaign planning to asset management and content production.
Strategic Partnerships
Melanie Huet, co-CEO of Newell Brands’ home and commercial segments, detailed the company’s rationale for expanding its partnership with Adobe. She said, “As part of our corporate strategy to win in the market, we are investing in solutions that will help us provide excellent brand communication. We wanted a partner that would help us connect the Newell brand ecosystem.
“In the end, we decided to expand our partnership with our long-standing trusted partner Adobe using best-in-class tools that can be used directly in our existing workflows. We decided to rebuild our content supply chain, deliver five times more content, unlock significant increase in efficiency and integrate our marketing technology stack with our vision to improve the effectiveness of brand communications.
Brent Rudewick, vice president of Adobe Genstudio, commented on the demand for scalable content production solutions amid growing global marketing needs. He said, “Companies are hoping to see a dramatic rise in content demand over the next few years, putting incredible pressure on marketers and creatives to provide assets that can support global marketing efforts and drive customer engagement. The Newell Brand aims to help businesses integrate creativity with marketing and the presence of their customers.
AI-driven production
Newell Brands can deploy generation AI products such as Adobe’s Firefly Services and Firefly Custom Models to automate and streamline repetitive tasks, such as resizing content for various digital channels and adapting different regions and campaign backgrounds. These services also allow companies to train generative AI models on their own assets, maintaining consistency and adherence to brand guidelines across their teams.
Specifically, using firefly custom models to produce papermate packages increased the speed of content creation by 75%, significantly reducing time to the market. The company expects to provide thousands of additional creative assets each year by optimizing these processes.
Expanding content creation functions
Newell Brands is also available in Adobe Express’s Marketing and Creative divisions. Adobe Express offers templates and tools to make content easy to create while ensuring compliance with brand guidelines defined by Newell’s creative team. The platform incorporates generative AI capabilities, allowing users to create branded, secure assets for commercial purposes.
In the Latin American market, the deployment of Adobe Express has allowed the Newell team to create style guides featuring approved logos, colors, fonts and templates. This reduced the time required to produce Oster social content by 33%, equivalent to the production of 52 assets in 8 hours rather than the previous 12 hours.
Workflow Integration
These Adobe Services are based on Adobe Experience Manager (AEM) assets that are continuously used by Newell Brands to manage campaign planning and production allocations, and are based on Adobe Experience Manager (AEM) assets to oversee Adobe Experience Manager (AEM) assets. Together, these platforms allow Newell brands to efficiently manage, activate and deliver content across a wide range of digital channels, such as websites and mobile applications.
By integrating these solutions, the company aims to respond with more agility to change market requirements and consumer preferences for attractive and relevant content.
