Cannes Lions: Adobe Announces Partnerships with WPP, Omnicom

As Cannes Lions 2026 kicks off, Adobe has announced a series of co-innovations and AI integrations, partnering with companies such as Omnicom, WPP and Accenture. 

These solutions, the company says, have been designed to create, activate and measure personalised customer experiences at scale. 

“Agentic AI is no longer something brands experiment with, but what they run on,” says Rachel Thornton, Chief Marketing Officer of Adobe Enterprise. “Through our partnerships with the world's leading agencies and technology companies, Adobe is building for that reality, connecting paid and owned channels, embedding intelligence across platforms and helping brands define the next era of customer experience.”

Transforming the way brands create

Adobe has partnered with several leading organisations in the marketing space, using the company’s content, data and AI platforms to help transform the way brands can create, activate and measure customer experiences. 

This includes its work with WPP, which is launching a connected intelligence layer in partnership with Adobe, designed to unified paid media spend with owned customer experience – creating a continuous loop for customer interactions and marketing investment. 

The company has also partnered with Omnicom, which is bringing out implementation architecture designed to change how companies can plan, create and optimise campaigns, and Accenture Song, which has co-developed a new agentic experience orchestration framework with Adobe to define how brands can deliver AI-powered customer experiences. 

“I’m excited to be at Cannes Lions International Festival of Creativity,” Rahcel says. “I’m hearing from marketers how critically important developing a solid AI skillset is to folks looking to grow their careers, refine their skill set, and contribute to their organisations.”

Adobe has also announced that its CX Enterprise platform – and end-to-end agentic system to manage customer experience orchestration – are now generally available across Anthropic’s Claude Enterprise and Microsoft 365 Copilot Cowork, which gives enterprise customers access to its customer experience capabilities within native platforms. 

A new era of marketing

Adobe announced these co-innovations on the first day of Cannes Lions, where it has been named the first-ever Headline Partner of LIONS Creators, a dedicated forum designed for the creator economy – which is growing rapidly. 

“Our expanded presence this year reflects something we've believed for a long time: creators are one of the most powerful forces in marketing today,” says Stacy Martinet, Vice President of Marketing and Communications at Adobe. 

“The best creators aren't just distribution channels. They're storytellers, entrepreneurs and modern media companies in their own right. Adobe sits in a unique position in this conversation, because we built the tools creators use to do their work, and we invest in creators as content and marketing partners.”

As Headline Partner, Adobe says it will be demonstrating how innovations in Adobe Creative Cloud and Adobe CX Enterprise are helping businesses create content, more effectively engage customers and scale with more speed and precision.  

“Creativity, marketing and AI are no longer operating in separate lanes,” continues Stacy. “They're converging into a single engine for growth. At a moment when brands have more opportunities than ever to connect with customers, the challenge is ensuring those connections are relevant, trusted, and meaningful wherever they happen. 

“The organisations that succeed in this next era will be the ones that can connect those disciplines while keeping human judgment, taste and imagination at the centre.”