{"id":8566,"date":"2024-08-28T17:19:35","date_gmt":"2024-08-28T17:19:35","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/new-adobe-workfront-planning-ties-campaign-development-to-execution\/"},"modified":"2024-08-28T17:19:35","modified_gmt":"2024-08-28T17:19:35","slug":"new-adobe-workfront-planning-ties-campaign-development-to-execution","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/fr\/new-adobe-workfront-planning-ties-campaign-development-to-execution\/","title":{"rendered":"New Adobe Workfront Planning ties campaign development to execution"},"content":{"rendered":"


\n<\/p>\n

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Adobe has announced the general availability of Adobe Workfront Planning, a solution that delivers a flexible, unified view of campaign planning and activity leading to fast execution. The aim is to replace manual gathering of disparate information with customizable visualizations in a generative AI-powered interface (think natural language prompts and conversations). <\/p>\n

Key to Workfront Planning is connecting the planning of campaigns and the creation of associated records (updated in real time) with the work execution Workfront is known for.<\/p>\n

\"AI\"AI
AI Assistant view (all images courtesy Adobe).<\/em><\/figcaption><\/figure>\n

Main capabilities<\/h2>\n

The main capabilities of Workfront Planning fall under three headings:<\/p>\n

1. Curated visualizations<\/h3>\n

As mentioned above, Workfront Planning can be used to visualize day-to-day marketing operations<\/a> in different kinds of views. A timeline view displays ongoing campaign-related activity, customizable by team or by stakeholder. There\u2019s also a spreadsheet view.<\/p>\n

\"Marketing\"Marketing
Calendar view.<\/em><\/figcaption><\/figure>\n
\"Spreadsheet\"Spreadsheet
Spreadsheet view.<\/em><\/figcaption><\/figure>\n

2. Campaign brief creation<\/h3>\n

Generative AI capabilities allow the uploading of existing campaign planning materials (such as presentation decks) to create a new marketing brief. The conversational interface allows users to question details across campaigns. The expectation is that brief creation will be considerably faster.<\/p>\n

The brief can respond to new inputs, like a change in budget \u2014 or even ongoing expenditure \u2014 in real time. \u201cTurning static documents into dynamic briefs is a huge value proposition,\u201d Richard Whitehead, director of product marketing at Adobe, told us.<\/p>\n

3. Record-keeping<\/h3>\n

The generative AI abilities support the creation of marketing records like target audience and region, tactics, relevant business unit, again through a conversational interface.<\/p>\n

Existing users of Workfront Planning include Deloitte, NASCAR and Nordstrom.<\/p>\n

Dig deeper: Adobe<\/strong>\u00a0AI Assistant now generally available<\/a><\/em><\/strong><\/p>\n

Why see it through a marketing lens?<\/h2>\n

At a glance, Workfront Planning capabilities would seem to be utilizable by many business teams, not just marketing; and yet it\u2019s clearly aimed at marketing. We asked Whitehead why this was. \u201cThe reason we talk about it from a marketing lens is, number one, we\u2019re Adobe. Adobe and marketing are synonymous.\u201d But indeed, Whitehead said, there are customers that use Workfront Planning in the product development cycle. Workfront has long supported agile<\/a> or waterfall work execution. \u201cNow, with Workfront Planning, you can map that out in the same way. We talk about it in the context of the campaign but it can certainly extend beyond marketing.\u201d<\/p>\n

Is the main advantage of this new solution the ability to do things that couldn\u2019t be done before, or is it mainly about speed of execution? \u201cSpeed is just about going fast,\u201d said Whitehead, \u201cbut velocity is about going fast with direction. What Workfront Planning gives you is velocity. We don\u2019t want you to go so fast that you\u2019re just \u2014 doing stuff. It has to have a level of quality. Tying together planning with the execution of work, that connective tissue, is the part that makes us unique.\u201d<\/p>\n

The solution can be used to design campaigns for a range of channels, from social media<\/a> to display, but delivery does not take place within Workfront. \u201cWe tie in, of course, to other Adobe applications to execute campaigns. If I was doing a Facebook ad, I would do the planning of it, the banners, the copy, inside of core Workfront, then pass it along to other Adobe applications to push into that channel.\u201d<\/p>\n

What Workfront Planning adds to established Workfront capabilities<\/h2>\n

Workfront, of course, was around for some time before being acquired by Adobe; it\u2019s known as a work planning platform. We wanted to get clear about how Workfront Planning differs from Workfront\u2019s established capabilities. <\/p>\n

\u201cWorkfront has always had what I call \u2018little p\u2019 planning. I could create a project and know the deliverables, those types of things, in the context of work execution,\u201d Whitehead explained. \u201cWhat we\u2019re adding that is new and noteworthy is the ability to literally create the records associated with the upfront planning. Marketers are using spreadsheets to do that today. This sets up a high-level view and then provides visibility into it across the organization.\u201d<\/p>\n

Tying the planning together with the work execution is what Whitehead views as the main advance here.<\/p>\n

<\/p>\n

\n<\/div>\n


\n
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Adobe has announced the general availability of Adobe Workfront Planning, a solution that delivers a flexible, unified view of campaign planning and activity leading to fast execution. The aim is to replace manual gathering of disparate information with customizable visualizations in a generative AI-powered interface (think natural language prompts and conversations). Key to Workfront Planning […]<\/p>","protected":false},"author":3,"featured_media":8567,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-8566","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agency"],"yoast_head":"\nNew Adobe Workfront Planning ties campaign development to execution - OK Design<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/okdesign.ca\/fr\/new-adobe-workfront-planning-ties-campaign-development-to-execution\/\" \/>\n<meta property=\"og:locale\" content=\"fr_CA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"New Adobe Workfront Planning ties campaign development to execution\" \/>\n<meta property=\"og:description\" content=\"Adobe has announced the general availability of Adobe Workfront Planning, a solution that delivers a flexible, unified view of campaign planning and activity leading to fast execution. 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