Skip to main content
Search Icon
Quick Links
  • Adobe Completes Workfront Acquisition
  • Workfront + Adobe
  • Why Workfront is different
  • Leap Virtual Conference
  • Interactive Product Tour
  • Work Management Guide
Language Select Icon
US (English) UK (English) Dutch German Swedish
Login
Workfront ProofHQ
Contact Sales
Language Select Icon
US (English) UK (English) Dutch German Swedish
Workfront - An Adobe Company logo
Search Icon
Quick Links
  • Adobe Completes Workfront Acquisition
  • Workfront + Adobe
  • Why Workfront is different
  • Leap Virtual Conference
  • Interactive Product Tour
  • Work Management Guide
  • Why Workfront

    Overview

    Why We Are Different

    See what makes us stand out from the competition and why top brands trust us.

    Customers

    Learn how Workfront customers benefit from our work management solution.

    Partners

    Consult our extensive global partner network of digital transformation experts.

    Services

    Get comprehensive support, training, and a tailored implementation of Workfront.

    Recommended Content

    Workfront Overview

    With Workfront, enterprise work management can help your company, departments plan, predict, collaborate, evolve, and deliver their best work.

    Learn more
    Why workfront product screen.
    Learn more
    Up button icon
  • Solutions

    By Department

    Marketing

    Align marketing strategy to execution and launch campaigns faster.

    IT

    Transform the enterprise and deliver impact with data-driven decisions.

    Product Development

    Manage processes and automate work to launch winning products.

    Professional Services

    Manage client needs and deliver services faster.

    Agency

    Streamline workflows, manage resources, and deliver results.

    Explore all solutions

    By Use Case

    Project Management

    Plan projects, track progress, and deliver work that achieves results.

    Resource Management

    View capacity, make assignments, and prove your impact.

    Digital Collaboration

    Centralize communication, project planning, and work execution.

    Portfolio Planning

    Decide which projects to prioritize or pause, and identify those at risk.

    Strategic Planning

    Define business direction and outline a path for achieving your goals.

    Explore all use cases

    Recommended Content

    Mighty Guide: 7 Experts on Flawless Campaign Execution

    Read this Mighty Guide for advice from seven marketing experts on how to execute flawless campaigns under pressure.

    Learn more
    grey background with mighty guide logo
    Learn more
    Up button icon
  • Platform

    By Product

    Workfront

    Manage the entire lifecycle of work in a single, centralized solution.

    • Goals

      Align strategic goals to work, monitor progress, and drive amazing results.

    • Scenario Planner

      Plan continuously, compare scenarios, and determine the best path forward.

    • Fusion

      Integrate your favorite applications and automate work in one platform.

    Adobe Experience Cloud

    Digital experience solutions

    Explore the platform

    Tours & Demos

    Interactive Product Tour

    Get a hands-on look at managing all your work in Workfront.

    Scenario Planner Demo

    Experience how Scenario Planner simplifies the continuous planning process.

    Workfront Goals

    Align strategic goals to work, monitor progress, and drive amazing results.

    Explore all tours & demos

    Recommended Content

    Work Management Maturity Assessment

    The journey toward work optimization starts with understanding your organization’s current level of work maturity. Take the assessment and learn how to optimize work—at every level.

    Take the assessment
    Work Management Maturity Assessment
    Take the assessment
    Up button icon
  • Plans
  • Resources

    Learn

    Resource Center

    View webinars, reports, and studies to learn about the Workfront solution.

    Work Management Guide

    Learn everything you need to know about enterprise work management.

    Blog

    Prepare for the future of work with insights from work management leaders.

    Events

    Join Workfront at one of these events.

    Customers

    Workfront One

    Get product updates, connect with other users, and request product support.

    Training

    Become a Workfront expert with our library of training resources.

    Innovation Lab

    Submit and vote on product ideas.

    Workfront System Status

    Check on Workfront status, scheduled maintenance, and incidents.

    Recommended Content

    State of Work 2021

    Covid-19 changed digital work. Read the report to learn how leaders can support their digital workforces through uncertainty.

    Read the report
    State of Work 2021
    Read the report
    Up button icon
Search Icon
Quick Links
  • Adobe Completes Workfront Acquisition
  • Workfront + Adobe
  • Why Workfront is different
  • Leap Virtual Conference
  • Interactive Product Tour
  • Work Management Guide
Language Select Icon
US (English) UK (English) Dutch German Swedish
Login
Workfront ProofHQ
Contact Sales
Why Workfront
Overview

Why We Are Different

Customers

Partners

Services

Solutions
By Department

Marketing

IT

Product Development

Professional Services

Agency

By Use Case

Project Management

Resource Management

Digital Collaboration

Portfolio Planning

Strategic Planning

Platform
By Product

Workfront

  • Goals

  • Scenario Planner

  • Fusion

Adobe Experience Cloud

Tours & Demos

Interactive Product Tour

Scenario Planner Demo

Workfront Goals

Plans
Resources
Learn

Resource Center

Work Management Guide

Blog

Events

Customers

Workfront One

Training

Innovation Lab

Workfront System Status

Login
Workfront ProofHQ
Contact Sales
A person sits at home on a laptop with a website up that reads "The platform for amazing things."
December 9, 2020

How Adobe and Lumen harness the power of marketing work management

By the team at Workfront

***

There’s no bigger name in marketing than Adobe—a name that greets Workfront marketers every single day when we log into Adobe Creative Cloud or Adobe Experience Manager (AEM) to execute on our work.

That’s why we recently pulled together a trio of marketing experts in a webinar to talk about harnessing the power of work management from within the Adobe environment that so many marketers call home. Our conversation with Adobe Group Studio Manager Creighton McEwan, Workfront’s Director of Strategic Technology Partnerships Kris Jenkins, and Creative Operations Leader Shane LaBounty from Lumen offered valuable insights on how powerful technology integrations (like Adobe and Workfront) enable marketers to create impactful content and campaigns that add value to the business.

Thanks to just such an integration, Shane’s team was able to accomplish a global brand launch in record time, despite everyone working remotely during a pandemic. The team was able to control permissions to keep the project confidential, even while involving offshore teams to update hundreds of pieces of collateral in a matter of weeks. But most importantly, says Shane, “we were able to use document reports and all kinds of Workfront reports that we could give to marketing operations teams and stakeholders, so as things got rebranded, the right people had the right links to have the right assets to put in the right places,” a feat that also leveraged Adobe Asset URLs at scale.

The realities of the moment.

As the Lumen case study illustrates, marketers have a greater need than ever to rapidly pivot and adapt as new priorities emerge and as circumstances on the ground change. And companies with disconnected and ad hoc martech stacks will struggle to deliver measurable results that align with the organization’s top strategic goals—especially if those goals are in flux.

Both Shane’s and Creighton’s teams are successfully navigating these challenges for three reasons:

  • Their Adobe-Workfront integrations enable more agile, aligned creative work while eliminating work friction and distractions.
  • Their remote and global creative teams have seamless access to centralized information that connects work to strategy.
  • With all work details, deadlines, collaboration, and resources available in one place, they’re able to deliver content and campaigns with greater speed and efficiency.

In moderating the webinar, Kris asks questions that get to the heart of how Adobe and Lumen are creating business-impacting campaigns within their own marketing teams, generating engagement at scale, and optimizing their planning and forecasting.

Here are highlights from their responses to a few of those questions:

1. What key initiatives are part of your tech stack strategy?

For Shane, it starts with evaluating “what tech do we own, and how do we start looking at workflows from creation through distribution? A high percentage of the time, it’s not the tech where we get hung up; it’s being clear on what we want to do and how.”

Shane also discusses the importance of getting the greatest benefit from tech without making it complicated for his team members. In one example, they made sure creatives didn’t have to change their processes at all, focusing instead on iterating their project management approach in a way that augmented existing workflows, resulting in a smaller pool of people to train on the new tech.

2. What are some of the critical metrics that help you effectively do your jobs?

Creighton appreciates having insight into what assets they’re creating for whom, how successful they are in satisfying the needs of their marketing partners, and how well the assets are being used in partner campaigns. He says that with Workfront and AEM at the center, “We’re able to roundtrip assets and projects consistently within a singular mechanism, [allowing] us to more cohesively build a seamless stack for how to manage work and assets.”

“One of the big ones for us has been capacity and forecasting,” adds Shane. “How much effort does it take us to create asset types? How much effort do we spend on concepting?” This isn’t about micromanaging, hourly billing, or granular time-tracking; it’s about being able to “actually plan and make sure we have the appropriate amount of time and resources planned so we can bring our best creative to the market.”

3. How has connecting Adobe technology to Workfront impacted your business?

Marketing teams are working within the creative cloud, the document cloud, the experience cloud, and the work management cloud. And they don’t always talk to each other that well. Integrations between Adobe and Workfront make all of this seamless and intuitive.

“Being able to complete a project in Workfront and for the assets output from that project to automatically publish and be made available to be consumed worldwide by marketers was highly promising for us,” Creighton says. And the reality lived up to the promise. It “dramatically impacted our business and dramatically lessened the burden of our studio managers internally on our team,” he says.

Watch the webinar on demand to learn how technology integrations (like Workfront and Adobe) can empower marketers to more easily pivot as circumstances and priorities change, arming them with the insights they need to create impactful content that aligns with the company’s strategic goals.

Facebook Twitter LinkedIn

Get Workfront blog updates straight to your inbox.

Why Workfront
  • Why We Are Different
  • Customers
  • Partners
  • Services
Solutions
  • Departments
  • Use Cases
Platform
  • Products
  • Plans
  • Tours & Demos
Resources
  • News & Press
  • Resource Center
  • Blog
  • Workfront One
Support
  • System Status
  • Help
Adobe logo
  • Careers
  • Privacy Notice
  • Security
  • Terms of Service
  • Cookie Policy
  • Resources Index
Facebook
Twitter
LinkedIn
YouTube
Instagram
Contact Us
Copyright © 2021 Workfront, Inc. All Rights Reserved.