COURTESYOF^ ADOBE,^ DELTA38 MARCH 16, 2020 |^ ADWEEK®
Ann Lewnes
evp, CMO | Adobe
Lewnes has managed to deftly expand Adobe’s marketing arm to include
anyone with access to Photoshop through a series of campaigns that
elevate work from users of the company’s creative suite and emphasize
a sense of community among these digital artists. The sentiment was
perhaps best expressed in a recent campaign that debuted during
the Oscars, a dazzling visual ode to the concept of creativity and its
democratization through Adobe’s software.
The company has also driven that user-empowerment theme home
through creative contests, such as a fan-art competition judged by Billie
Eilish that drew 8,000 entries or a challenge to remix the Terminator:
Dark Fate trailer. “One of the coolest things we do at Adobe is cocreate
with our communities,” Lewnes says. “Empowering everyone to express
their creativity is at the heart of the company, and it’s really inspiring to
see this come to life.” —P.K.Tim Mapes
svp, chief marketing
and communications
officer | Delta Air Lines
In an industry that isn’t exactly known
for comfort or reliability, Delta routinely
ranks among the world’s most reliable and
innovative airlines. And it shows on the
bottom line, as this year Delta brought in $47
billion in total revenue, a best for the carrier.
Mapes, a 27-year Delta veteran, credits the
fact that he and his team routinely look
outside of the travel category for inspiration.
“We think of ourselves as much more
than just an airline. We think of ourselves
as a consumer brand,” Mapes told Adweek
at the Consumer Electronics Show, where
Delta headlined this year’s keynote. In
2019, the airline introduced hyper-local
campaigns in metro hubs like New
York, releasing a “docu-series” that
highlighted the city’s tight, uncomfortable
spaces, juxtaposed with Delta’s spacious
first-class cabins. —R.B.AWARDS