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Among the many incredible events Osmii has been in the couple of months, certainly Adobe’s Summit 2017 at ExCel London on 10th and 11th May, was one of the highlights of the year so far.

With more than 5,000 attendees from all over Europe, and incredible sponsors such as; Cognizant, Accenture, Deloitte, IBM, Wipro (and many more!) that certainly embellished the event with trials of their products and services, study cases and new technologies. If you haven’t been there this year, I strongly advise you to put on your agenda for 2018.

The first day of Adobe Summit was focused on brand experiences, while the second was centred around the emotions that they evoke. We can cite John Mellor, the VP of Strategy and Marketing of Adobe, to summarise the subject: “emotion is the currency of experience”.

Experience is definitely one of the most competitive levels of contemporary business. From the point of view of consumers (users), experiences are not an absolutely phenomenon, and have multiple variables. Fortunately, on the virtual environment, the network can transform those elements into “tracks”. Through deep and solid data, marketers can design relevant, contextualised and personalised experiences.

The event also allowed the Adobe marketing team to showcase their core products.  Apart from the Adobe’s front running CMS (Adobe Experience Manager), with the newest version, AEM 6.3, having being released in April this year, there was also a big focus on the other pieces of Adobe Cloud; namely Adobe Campaign (Emailing Marketing) and Adobe Analytics.  Whilst less hyped up, these additional components are why the Adobe Marketing Cloud is such a formidable force.

It also gave them the opportunity to give a few “sneak peeks” on their new tools, which included a couple of VR initiatives, as well as automatic picture editor tools.

One of the VR tools called “MktgVR” allows companies to place advertising on Virtual Reality content, which aims to help content producers to make money of VR games and experiences. Another interesting tool is the “BeyondClick”, which basically help “Smart Assistants”, such as Amazon Echo and Google Home, to be used for retail, entertainment and hospitability.

Here at Osmii, our Senior Consultant Max Birchenough specialises in the Adobe Marketing Cloud.  Focusing on Software Developers, Architects, and Engineers, acting closely with Adobe, helping them to place contractors across EMEA. To learn more about what we do please contact Max via and visit our website: