WE Wins Adobe's ANZ PR Account



SYDNEY – 20 NOVEMBER 2019 — WE Communications (WE, recently re-branded from WE Buchan in Australia) has won Adobe’s Australia and New Zealand (ANZ) PR brief following a competitive pitch in October. The win expands WE’s current remit with Adobe. WE has partnered with Adobe on its social and influencer campaigns since early 2017.

The new remit will cover the entirety of the Adobe business, including corporate communications, media relations, events, product PR and analyst relations.

Adobe’s Communication Manager for Australia and New Zealand, Heather Edell, said she was excited to begin work with the new team.

“WE demonstrated a deep understanding of our business alongside strategic thinking and creative ideas. We also loved the experience and passion of the team, making them the right PR partner for us. We look forward to collaborating with WE to help support the exciting next phase of our rapidly growing business,” Ms Edell said.

Commenting on the win, Gemma Hudson, CEO of Australia at WE, said strong sector knowledge and whole of agency approach were crucial factors.

“Our existing relationship with Adobe provided insight, but the strength of our understanding of the whole-of-business focus for Adobe, and a series of creative pathways to integrate into existing campaigns and timelines demonstrated our passion for the brand.

“The expanded partnership with Adobe really enables us to flex our muscles across the full communications spectrum. We are bringing together a suite of experts for this work, from PR consultants to creative strategists and social and digital specialists – we are excited to bring meaning and action to the Adobe story at every level,” she said.

Rebecca Wilson, Executive Vice President of Australia and Singapore at WE, said, “It’s a privilege to be appointed by Adobe, a global technology powerhouse that continues to change the world through digital experiences. By bringing together the best and most suited team of PR professionals and combining them with our global insights, we have been able to produce award-winning work for Adobe in the last two years in the digital, social and creative arenas. We look forward to expanding this success with a new innovative and integrated communications approach.”

WE will begin work for Adobe in December 2019 with the PR account to be managed by WE’s Australian General Manager and Head of Technology, Nathaniel Bradford.

Adobe is among WE’s strong portfolio of technology clients including Akamai, Amadeus, RSA, UiPath, and Gigabyte.


WE is one of the largest independent communications and integrated marketing agencies in the world. We’re all about people — both our clients and employees — and we believe in the power of communications to move audiences to positive action. Female-founded, female-led, and fiercely independent, WE has spent more than three decades helping world-class brands tell technology-led transformation stories that shift perceptions and change behavior.

Our global reach includes offices in 24 cities, partner networks that expand our footprint and client capabilities, and a team of more than 1,200 media and content strategists, creatives and data scientists across our technology, health and consumer sectors. Our work with global brands like Microsoft, Honeywell, McDonald’s and Volvo has been recognized by Cannes Lions, The Holmes Report SABRE Awards and PRWeek Awards, just to name a few.

For more information, press only: JJ Minder, WE, +65 8187 3139,