Newell Brands and Adobe Join Forces: Revolutionizing Content Marketing with Generative AI
In a bold move that promises to reshape the landscape of content marketing, Newell Brands has officially announced its partnership with Adobe to leverage the power of generative artificial intelligence (AI). This collaboration is centered around Adobe’s innovative tools, including Adobe Firefly and Adobe Express, and aims to optimize content creation and distribution processes.
The Power of Partnership
Leveraging Generative AI for Content Creation
This partnership is a game-changer for Newell Brands, a company recognized for its diverse range of consumer goods. With $1.6 billion in net sales reported in Q1 2025, Newell is on an aggressive mission to streamline its marketing efforts across multiple channels, from social media to e-commerce. The goal? To produce five times more content while simultaneously enhancing efficiency and effectiveness.
Adobe’s suite of generative AI solutions will play a pivotal role in this strategy. By harnessing Adobe Firefly Services, Newell will automate and simplify various tasks like resizing images and swapping backgrounds. This means that content creation can now be achieved at an impressive scale.
Custom Models for On-Brand Content
One standout feature of this partnership is the use of Adobe Firefly Custom Models. These models are tailored specifically to Newell’s proprietary assets, ensuring consistent branding across all produced content. A shining example of this efficacy can be seen with the Paper Mate brand, where the implementation of these custom models accelerated content production by a staggering 75% and shortened time-to-market. This newfound efficiency is one that Newell aims to replicate across its entire product portfolio.
Transforming Workflows with Adobe Express
Newell is also making waves with Adobe Express, a tool that empowers marketing teams to streamline their processes. This platform has already proven successful in enhancing productivity in Latin America. The marketing team utilized Adobe Express to produce Oster social content, reducing the time required to create 52 assets from 12 hours to just 8 hours—an impressive 33% reduction in time.
A Shift in Leadership for Strategic Growth
The announcement of this partnership comes on the heels of significant changes within Newell’s executive team. Newly appointed CMO Nick Hammitt, who has previously held high-ranking positions at PepsiCo, Unilever, and The Campbell’s Company, is now tasked with implementing robust marketing strategies aimed at driving brand growth and increasing market share. Hammitt expressed his enthusiasm, stating, “As CMO, I look forward to working with our brand teams to deliver bold, insight-driven marketing and commercial innovation that deepens consumer engagement, drives conversion, and fuels long-term brand equity."
The Future Looks Bright
With this strategic alliance, Newell Brands is poised to take its content marketing efforts to unprecedented heights through Adobe’s generative AI capabilities. As businesses continue to navigate the digital landscape, the ability to produce high-quality, engaging content efficiently will be crucial. This partnership not only exemplifies innovation in marketing but also highlights the importance of adaptability in an ever-changing market.
In conclusion, as Newell Brands embraces this new era of AI-driven content marketing, we can’t help but wonder—what groundbreaking efficiencies will emerge next? The journey has only just begun, and the future certainly looks promising for both Newell and its customers.
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