Newell Brands harnesses Adobe AI to boost content creation speed

Newell Brands has expanded its partnership with Adobe to integrate generative artificial intelligence (AI) solutions into its content supply chain.

The collaboration sees Newell Brands utilising Adobe Firefly and Adobe Express, along with other Adobe tools, across its portfolio which includes brands such as Sharpie, Rubbermaid, and Yankee Candle.

Efficiency gains

Through the adoption of Adobe Firefly Services, Firefly Custom Models, and Adobe Express, Newell Brands has reported significant efficiency improvements in content production workflows. According to the company, the creation of Paper Mate packaging content accelerated by 75%, and the time required to generate social media assets for Oster products was reduced by 33%.

This implementation is part of Newell Brands' broader omnichannel marketing and content strategy, which aims to enhance engagement with both consumers and retail partners across various platforms, including social media and e-commerce.

Newell Brands has expanded its use of Adobe's enterprise content supply chain solutions, such as Adobe Workfront and Experience Manager, from campaign planning through to asset management and content production.

Strategic partnership

Melanie Huet, Co-CEO, Home & Commercial Segment at Newell Brands, detailed the company's rationale for expanding its partnership with Adobe. She said, "As part of our corporate strategy to win in the marketplace, we are investing in solutions that help us deliver superior brand communications. We wanted a partner who could help us connect the Newell Brands ecosystem thereby enabling faster, higher quality content creation that can be leveraged globally with ease."

"We ultimately decided to expand our partnership with Adobe, a longtime trusted partner with best-in-class tools that can be used directly in our existing workflows. We leaned into Adobe to rebuild our content supply chain and integrate our marketing technology stack with a vision of delivering five times more content, unlocking significant efficiency gains and improving the effectiveness of our brand communications."

Brent Rudewick, Vice President of Adobe GenStudio, commented on the demand for scalable content production solutions amid increasing global marketing needs. He said, "Businesses expect the demand for content to rise dramatically over the next few years, putting marketers and creatives under incredible pressure to deliver assets that support global marketing efforts and can drive customer engagement. As Newell Brands looks to expand its reach to new audiences, Adobe's AI-enabled enterprise solutions will empower the company to unify creativity and marketing, scaling the production of standout content that anchors impactful customer experiences."

AI-driven production

By deploying Adobe's generative AI offerings such as Firefly Services and Firefly Custom Models, Newell Brands can automate and streamline repetitive tasks including resizing content for different digital channels and adapting backgrounds for various regions and campaigns. These services also allow the company to train the generative AI models on their own proprietary assets, maintaining consistency and adherence to brand guidelines across teams.

Specifically, the use of Firefly Custom Models in the production of Paper Mate packaging resulted in a 75% increase in speed for content creation, significantly reducing time to market. The firm expects to deliver thousands of additional creative assets annually by optimising these processes.

Expanding content creation capabilities

Newell Brands is also rolling out Adobe Express across its marketing and creative departments. Adobe Express provides templates and tools for easy content creation while ensuring compliance with brand guidelines defined by Newell's creative teams. The platform incorporates generative AI features, allowing users to produce assets that are both on-brand and secure for commercial purposes.

In the Latin American market, the deployment of Adobe Express allowed the Newell team to create a style guide featuring approved logos, colours, fonts and templates. This led to a 33% reduction in the time needed for producing Oster social content, equating to the production of 52 assets in 8 hours rather than 12 hours previously.

Workflow integration

These Adobe services build on Newell Brands' continued use of Adobe Workfront for managing campaign planning and production assignments, as well as Adobe Experience Manager (AEM) Assets for overseeing the company's digital asset library. Together, these platforms allow Newell Brands to efficiently govern, activate and deliver content across a wide array of digital channels such as websites and mobile applications.

By integrating these solutions, the company aims to respond with greater agility to shifting market requirements and consumer preferences for engaging and relevant content.