Newell Brands Embraces Adobe Firefly and Adobe Express to Power Its Content Supply Chain with Generative AI

Today, Adobe (NASDAQ:ADBE) announced that Newell Brands (NASDAQ:NWL), a leading global consumer goods company, is partnering with Adobe to activate generative AI via Adobe Firefly and Adobe Express—scaling its reach and impact with consumers around the world. Home to over 50 iconic brands including Sharpie, Rubbermaid, Coleman and Yankee Candle, Newell’s portfolio spans audiences and categories where brand and product awareness are paramount. The company is investing in an omnichannel marketing and content strategy (across social media, e-commerce and more) to deepen its engagement with consumers and retail partners, at a moment when the demand for content is skyrocketing. As part of Newell's investment, the company is expanding its use of Adobe’s content supply chain solutions to optimize its process of delivering impactful marketing campaigns—from planning and content creation to activation and measurement.

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“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,” said Melanie Huet, Co-CEO, Home & Commercial Segment at Newell Brands. “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.”

“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,” said Brent Rudewick, vice president, Adobe GenStudio. “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.”