Creative agency McCann Singapore has announced a collaboration with Adobe to configure, pilot, and scale creative workflows using generative AI capabilities across brand and campaign workflows. The collaboration will involve Adobe Express, Adobe Firefly, Firefly Services, and experimental projects exploring Adobe’s object compositing generative capabilities.
The collaboration establishes a framework for McCann and Adobe to configure, pilot, and scale new creative workflows using Adobe’s object compositing generative AI capabilities. The workflows will support clients seeking personalized content delivery across channels.
McCann Singapore will select global and regional clients to participate in live pilots that integrate AI-enabled creative production into active briefs. Adobe will provide priority access, consulting, and technical support.
The collaboration also includes talent enablement. McCann will invest in Adobe training and certification for creative and production teams across art direction, motion graphics, design, and AI development
Beyond immediate client applications, the collaboration also creates space to explore emerging creative formats, including new content models, responsive storytelling, real-time cultural localisation, and cross-format asset creation across social, gaming and spatial media platforms, said McCann Singapore.
“Our collaboration with Adobe brings a practical step-change in how generative AI is applied to real marketing work,” said Paul Soon, CEO, McCann Singapore.
“With Adobe, we are enabling our teams and clients to generate brand-safe content with greater accuracy, consistency, and control — grounded in trusted data, approved assets, and governed workflows. Working closely with Adobe and our platform partners, McCann Singapore is focused on raising the standard of generative AI deployment: faster production where it makes sense, higher quality where it matters most, and confidence that creative output remains compliant, accountable, and true to the brand.”
“Adobe is redefining how creativity and technology come together in modern marketing,” said Aaron Mitchell Finegold, Head of Product Marketing, Firefly Enterprise at Adobe.
“This collaboration with McCann allows us to continue exploring new creative frontiers actively and responsibly — testing emerging formats, advancing generative capabilities, and shaping what the next chapter of brand storytelling could look like.”
As part of the collaboration, McCann adds that it will also establish a data-creative intelligence lab, bringing together Adobe’s generative AI capabilities with McCann’s brand strategy and behavioural insights to prototype new creative workflows and develop signals around effectiveness, including brand memorability, emotional impact and AI-enabled visual performance.
The collaboration also reflects a shared commitment to responsible innovation with a “Creative AI Usage Charter” developed to align agency and client adoption of generative AI. McCann and Adobe will work together to establish clear creative governance principles and support for brand safety considerations, intellectual property workflows, and responsible use of AI as these technologies become increasingly embedded in marketing and production workflows.
