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ExCeL hits the Adobe suite-spot

Martin Fullard speaks to Christine Bennett from Taylor Bennett Partnerships, to learn more about the Adobe Summit, which took place on 13–16 May 2019 at ExCeL London.

 

What determined the content at 2019 Summit?

Adobe Summit is our opportunity to connect directly with our customers from EMEA and around the globe and let them know about the new developments that we are building in the Adobe Experience Cloud. The mainstage programme is designed to cover product announcements and demonstrations, as well as allow customers to tell their stories of digital transformation and partnership with Adobe. 

We also feature a number of speakers from the worlds of art, creativity and sporting endeavour, who inspire our audience with their stories of overcoming adversity and adapting to change in their fields. 

 

How could you be sure you were giving the delegates the experience they wanted?

Taylor Bennett Partners has been running Adobe Summit since 2007. From a content point of view, it’s challenging to keep up with the changes in digital marketing. Summit breakout sessions and hands-on technical labs give delegates best practices, practical takeaways, and customer delivered success stories. Delegates have over 150 sessions to choose from across 12 different tracks and at any one time 18 sessions are running concurrently. 

To make it as easy as possible to move between sessions, 14 of the sessions were held in 8,000sqm of hall space and were delivered via the silent disco format.  

Every breakout session features a feedback survey which the attendees are asked  to complete at the end of each session. This survey enables us to determine an overall score for the session and the speakers.

The second element is overall experience. The central hub of the event is the Community Pavilion, where Adobe and their Business Partners showcase their products, and the Customer Meeting Centre where customers are able to meet with Adobe Executives.  Over the course of two days – over 1,000 meetings are held in the 25 closed purpose-built meeting rooms, 46 open meeting tables and 17 meeting tables on the Adobe Stand.  In addition, a two-storey executive lounge was built to provide a base for the Experience Leaders Program which was attended by over 175 executives from Adobe’s top strategic accounts.  

 

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How important is Summit to Adobe, what value does it provide?

Adobe Summit is a fundamental part of Adobe’s relationship with its customers. It is important for three reasons. Firstly. thought leadership. It enables Adobe to be seen as the undisputed leader in digital experiences through customer stories and industry thought leadership.

Secondly, business development. The event creates the single largest opportunity of the year to facilitate business and partnership discussions and offering a hugely rewarding network environment.

Finally, brand affinity. The summit is the largest digital experience conference in Europe in terms of production, information and entertainment.