ADBE: Adobe kicks off Cannes with new agency and technology partnerships

Research evidence excerpt

ADBE: Adobe kicks off Cannes with new agency and technology partnerships

EQUITY RESEARCH QUICK TAKE

RBC Capital Markets, LLC

Matthew Swanson (Analyst)

Matthew Hedberg (Head of Global TIMT

Research)

Dan Bergstrom (Analyst)

Simran Biswal (AVP)

Michael Richards (AVP)

June 22, 2026

Adobe Inc.

Adobe kicks off Cannes with new agency and technology partnerships

NASDAQ: ADBE | USD 195.16 | Outperform | Price Target USD 285.00

Sentiment: Neutral

What has changed: Adobe announced at Cannes Lions 2026 an expansion of agentic AI capabilities through new agency

and technology partnerships. On the agency side, Accenture, Omnicom, Stagwell's Code and Theory, and WPP are deploying

Adobe's content, data and AI platforms, with each launching distinct co-developed solutions: WPP is launching a connected

intelligence layer unifying paid media and owned customer experience data; Code and Theory is launching the Content Operating

System for Sports; Omnicom is unveiling an AI Agentic Operating Model with implementation architectures across automotive,

pharmaceuticals, retail and financial services; and Adobe and Accenture Song have co-developed an agentic experience

orchestration framework. On the technology side, Adobe CX skills and MCP servers are now generally available in Anthropic's

Claude Enterprise and Microsoft 365 Copilot, giving enterprise customers direct access to Adobe's customer experience capabilities

within those platforms.

Our view: We continue to like Adobe's focus on eco-system and the role that plays in pushing to be the orchestration layer for

marketing and creativity. Leaning into the differentiation the company has in terms of scale, breadth, compliance, governance