'You cannot change or build the marketing organization of the future with the creative organization of the past': Adobe CEO lays out how work and collaboration are fundamentally changing

Marketing is more fast-paced than ever, with creatives now required to cater to more languages and geographies than ever as well as much faster refresh cycles.

"Marketing professionals face unprecedented pressure to create compelling content across channels, optimize campaigns, and deliver," Adobe CEO Shantanu Narayen declared in an open letter to shareholders.

But Adobe believes marketing teams will need to rethink far more than which tools their employees use to keep up with the shift.

Speaking with the media at its annual Adobe Max conference, Creative VP Resh Sidhu warned that entire organizational structures could no longer be suited to the future of marketing.

Sidhu argued the importance for businesses to reconsider workflows, employee skills and their entire approach to creative production, hinting at the ongoing AI-driven evolution.

"You cannot change... or build the marketing organization of the future with the creative organization of the past," she said.

Teams...

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