Adobe Summit EMEA 2017 Highlights


Adobe
Adobe Summit EMEA is over for another year now, and it was our largest so far, with over 5000 attendees joining us for two jam-packed days of presentations and networking. The keynote sessions kicked off each day and there were two over 100 sessions in the afternoons, and of course a busy community pavilion. Now it’s all over, let’s take a look back:
Day One
Adobe CEO & President Shantanu Narayen and EVP & GM Digital Marketing, Brad Rencher kicked off Adobe Summit EMEA 2017 with an impressive line-up of speakers to lead us into day 1 – with the theme ‘Make Experience Your Business’. Dr. Rainer Feurer from BMW Group emphasized how their brand is putting experience at the heart of their business; Nick Drake explained how T-Mobile was completely focused on being customer-centric and experience-obsessed; while Chris Taylor, Telegraph Media’s CIO, highlighted the need to diversify revenue streams and keep up with changing consumer demands. The keynote featured a great cross-cloud story, with chapters on Experience Intelligence, Advertising, Design & Creativity and Connected Experiences. This was brought alive by several inspiring demos – kudos to an amazing demo team!

The breakout are a chance to deep dive into the multitude of topics covered at Adobe Summit, a personal highlight was James Sommerville, VP of Global Design at The Coca-Cola Company, who gave a fascinating insight to design at Coca-Cola. You can watch our short edit here:

"We designed the system, but we forgot how to design the poster". @jamesommerville discusses all things design at @CocaCola. pic.twitter.com/3sTnUniXoJ
— Experience Cloud (@AdobeExpCloud) May 11, 2017

It’s an intense first day, we know – which is why it’s important to unwind. Two Door Cinema Club were the definite highlight! But aside from the music entertainment there was an array of cuisine available, and of course a refreshing beverage, or two, helps the unwinding process.

Day Two
On day 2, an energizing introduction from VP of Strategy, Business Development & Marketing at Adobe, John Mellor, reminded us that emotion is the currency of experience. Building on this theme, the CMO of Hostelworld, Otto Rosenberger, evangelised for relevant digital content across its “mobile everything” business to create true consumer experience. Joseph Godsey from Adidas meanwhile focused on consumer experiences that are premium, connected and personalized. Sports presenter Gabby Logan interviewed Chelsea FC legend Frank Lampard about how early rejection inspired his ultimate success, while Ann Lewnes’ interview with actor Colin Firth covered democratization of digital media and the need for editorial safe spaces.

Summit Sneaks
Sneaks are always a popular session at Adobe Summit. If you’re not familiar with the Sneaks session, it’s where our data scientists take center stage and give us all a preview of what they’re cooking up in Adobe’s research labs. Although each Sneak demo is only about four minutes long, it represents work that has been months — or maybe even years — in the making.  While we’ve got thousands of engineers at Adobe doing a lot of amazing things, only a select few projects will ever become Sneaks. So you can see why it’s become a fan favorite at Summit. Jonathan Ross was a great co-host with our very own Steve Hammond! If you missed it, not to worry – we’ll be sharing the recordings of each sneak shortly: Summit Online

Off the main stage
Adobe Summit is more than just the keynotes and breakout sessions, there are plenty of activities in and around the event. Here are a couple of highlights from this year:
Partner Day
For those not attending Partner Day you may not have been aware, but on the Tuesday we bring our (500+) partners together for a day of presentations, breakouts, and networking. For Adobe Partner focused events are very important and are key to our shared success, so thank you to all those who attended. In particular I’d like to call out Accenture Interactive for winning ‘Partner of the Year’ in EMEA.

Adobe Digital Insights: State of Digital Advertising Report
On the eve of Adobe Summit we launched our State of Digital Advertising Report, this report examined trends in digital advertising investment and consumption in Western Europe based on a survey of 1000+ consumers and 300 marketers. One of its most interesting findings is that, while only one-third of European consumers believe advertisers have improved their ability to deliver compelling ads in the last two years, there is surprisingly high consumer appetite for ad personalization: More than half of millennial consumers express preference for content that is tailored to their interests.

 
CMO.com Launch in Germany
During the week of Summit we launched the German-language version of CMO.com. So what can you expect? Well, each week we will deliver articles and interviews that will offer you insights, expertise, and inspiration for and by marketers and business leaders – in German and focused on the German market. This is a great step forward for CMO.com and we look forward to the growth of the German section.

 
CMO.com coverage of Summit
There was also some great coverage from CMO.com during and post-Summit, I would recommend the following articles:

http://www.cmo.com/features/articles/2017/5/10/ride-the-customer-experience-wave-before-it-drowns-you.html
http://www.cmo.com/features/articles/2017/5/11/generation-alpha-sexiest-bedroom-death-empathy-and-altered-reality.html
http://www.cmo.com/opinion/articles/2017/5/15/10-things-we-learnt-at-summit-emea-2017.html
http://www.cmo.com/features/articles/2017/5/10/digital-transformation-is-like-teenage-sex-jokes-deutsche-post-dhl-groups-vp.html
http://www.cmo.com/features/articles/2017/5/5/15-mindblowing-digital-marketing-stats-for-germany.html#gs.jd6JvmY
http://www.cmo.com/opinion/articles/2017/5/15/10-things-we-learnt-at-summit-emea-2017.html 

Social Zone
As you entered the social zone after registration we had the social posts displayed with AEM Livefyre, as well as our bespoke social game across the trio of 10 metre screens. Congratulations to Joost van Dun from Philips maintaining first place to the end! https://twitter.com/JVDDesign/status/862301473354506241

For those interested in the creative process, we have a blog post planned to show how the social game was created with Creative Cloud, and how Adobe XD was used in the process.

We also hosted some video interviews in the social zone in partnership with CMO.com where we spoke to customers, speakers, and our team here at Adobe on the topic of experience business. Here are a couple if you missed them at the event:
John Watton, Senior Director, Enterprise Marketing, Adobe and Jason Miller, Global Content Marketing Leader at LinkedIn:

"How far can you take traditional marketing ideas and push them forward in this new environment?". Hear from LinkedIn's @JasonMillerCA. pic.twitter.com/yBt0dKULAg
— Experience Cloud (@AdobeExpCloud) May 12, 2017

Tamara Lohan, Co-Founder Mr & Mrs Smith:

“I really believe that when digital meets a human connection, that’s when the magic happens”. Hear more from @TamaraLohan at #AdobeSummit. pic.twitter.com/2xUN8x5Qeb
— CMO.com (@CMO_com) May 11, 2017

Adobe Spark
For those of you who watched the Sneaks you’ll remember Steve’s live demo with Jonathan Ross, showing how easy it is to create social visuals using the Adobe Spark Post app. For anyone involved in social, or just attends conferences and needs to create content on the fly – this is a really useful tool to have in your social arsenal.

If you’ve not tried it yet, you can download at any time for free: https://adobe.ly/spark
Twitter Chats
A new tradition we started last year was to run a twitter chat each day of Summit to facilitate some discussion on the key topics of experience business and the future of marketing. Taking the baton from Jay Shetty last year, Simon Kemp moderated both twitter chats and supported some great conversation on the topics. A big thank-you to Simon for his support and insights! You can also watch the video interview of Simon live at Summit here: https://www.facebook.com/cmocom/videos/10155132642256977/

If you are interested in joining the regular #AdobeChat twitter chat, there’s one every evening at 9pm BST (GMT+1), with a new topic for discussion every week.
You, the attendees
Even with the keynotes, the celebration, and all the individual programmes that make up Summit it is you, the attendees that make Summit what it is. So thank you: for your enthusiasm, the conversation, and, of course the social buzz with the event trending in both UK and Germany.