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Adobe Summit Diary: The Experience Makers

The whole notion of ‘experience makers’ made its way into the Adobe conversation even before the Summit 2018 officially began. For one, Adobe has partnered with host venue, The Venetian, to dedicate an entire channel to the Summit, and hence the experience makers (in-room entertainment branding anyone).

Neat idea, at least for those interested in the Summit and had any time to switch on the TV at all. The videos featured some of the prominent brands Adobe has worked with, seeding in the idea of the experience makers.

Lo and behold, the ‘experience makers’ made it to the main stage as well. All of Adobe’s guest speakers – heads of companies, marketing heads of companies and even digital and design chiefs – were all part of the ‘experience maker’ community.

Last year, Adobe instilled the idea of ‘experience’. Terms such as ‘experience economy’, ‘experience battleground’, ‘emotion as a currency for experience’ were some of the most often used phrases for the company.

Experience still is, and hence the importance of the experience maker.

The ‘experience maker’ discussion essentially is going behind the scenes. It implies talking about the talent or the group of people who are creating this experience. In the case of Adobe, it more precisely is the group of people in a company who utlilise technology to create the right experiences for consumers — in the process, impacting the very relationship between a brand and the consumer.

Adobe’s pitch is bet all on experience – go all out. CEO Shantanu Narayen even went to the extent of saying experience may be more important than the product itself.

The experience makers is interesting because it takes away handles of CMO, CIO, CTO, CDO (design and digital) and puts it all on anyone who can play a role in creating that absolutely perfect experience for the consumer.

The second day of the forum promises more deliberation and conversations from the experience makers – one can hope making it another interesting day to watch out for.

Noor Fathima Warsia

A veteran journalist in the Indian marketing, media and advertising fraternity, Noor Fathima Warsia took on the role of Group Editor -– APAC for Digital Market Asia in May 2013. Noor has focussed on tracking trends and developments in the Indian media industry.
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