Newell Brands is making waves in the marketing world by **expanding its collaboration with Adobe** to leverage cutting-edge generative AI tools. This strategic move aims to **enhance marketing operations** and streamline content production across its diverse global portfolio of iconic consumer products, including beloved names like Sharpie, Rubbermaid, and Yankee Candle.
Under this **broadened partnership**, Newell intends to seamlessly integrate **Adobe Firefly** and **Adobe Express** into its marketing workflows. The primary objectives? To **accelerate content creation**, standardize branding across various regions, and bolster omnichannel campaigns amidst ever-growing demands for digital assets across social media, e-commerce, and retail platforms.
“**We ultimately decided to expand our partnership with Adobe, utilizing tools that can directly enhance our existing workflows**,” remarked Melanie Huet, co-CEO of Newell’s home and commercial segment.
Notably, Newell Brands has carved its position as the **38th largest North American online retailer**, according to the Top 2000 rankings from Digital Commerce 360, highlighting its substantial annual e-commerce sales.
Unleashing Adobe Generative AI for Enhanced Marketing
Newell Brands plans to harness **Adobe’s Firefly Services** to automate time-consuming tasks like **image resizing** and **background replacement**. Additionally, the company will implement the power of **Firefly Custom Models**, tailored using its proprietary brand assets, ensuring **consistency in visual output**.
In fact, early adopters within Newell have already experienced remarkable results: a **75% reduction in content production time** for Paper Mate packaging and a **33% boost** in social media asset creation for the Oster brand in Latin America. Such efficiencies translate to increased productivity and improved engagement across digital platforms.
This move signifies Newell’s deeper commitment to Adobe’s suite of **enterprise tools**, which includes **Workfront** for project management and **Experience Manager** for digital asset governance. These tools enhance not just efficiency, but also the overall **quality of deliverables** in a rapidly evolving digital landscape.
“**Businesses expect the demand for content to rise dramatically**,” states Brent Rudewick, vice president at Adobe GenStudio, reinforcing the need for brands to adapt swiftly and effectively.
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