Adobe Integrations From Workfront Help Creative Teams: Q&A with a Workfront Product Manager

March 14, 2016 Marcus Varner

Although software integrations are commonplace nowadays, how do the new Adobe integrations play into end-user productivity? Is your software investment extended by integrations? We recently sat down with one of our product managers, Ben Nielsen, to talk about how Workfront's new integrations help extend the deep investments you have already made in Adobe solutions.

Tell us about the new Workfront integrations with Adobe.

We recently released a few highly requested integrations with the Adobe Experience Manager (AEM) Assets and the Adobe Creative Cloud platform. Both integrations help standardize workflows and processes for marketing and creative design teams by creating a bridge between the work they have to do with the work they enjoy doing.

The integration with AEM Assets and Workfront creates a centralized repository of all approved creative assets by automatically syncing files, folders, assets, metadata, and comments. The Adobe Creative Cloud integration, on the other hand, provides a plug-in extension for creative designers using Photoshop, InDesign, or Illustrator to easily send designed assets for review cycles associated to work tasks in progress in Workfront - without having to switch applications. Creatives feed assets into Workfront, to start the collaboration and feedback process, using the Workfront review and approval tools. Thanks to this integration, creatives can remain creative, without sacrificing productivity or efficiency.

We worked closely with Axis41, an Adobe Business-Level Partner, to build out the integration. Our collaboration with Axis41 really stemmed from their industry-leading experience with Adobe. They were instrumental in providing both consulting and implementation services as well as ongoing maintenance as we built out this robust integration with the Adobe platform. To date, Axis41 has performed 500+ successful Adobe projects, including several enterprise-level implementations.

adone integrations

Why is it important for Workfront to build out integrations to Adobe specifically?

It's no surprise that the Adobe Creative and Marketing Cloud platforms are integral, expensive tools that creative, advertising and digital marketing teams, and agencies use on a daily basis. As a leading solution for Marketing Work Management (MWM), Workfront has built a complete workflow solution that addresses the entire lifecycle of work management - from the initial request to the final delivery - by integrating all the connections between each stage so creative teams spend more time in the Adobe tools doing what they love to do and letting Workfront handle all the back-end workflows.

Building these types of integrations and features bridges gaps to help increase productivity and efficiencies so companies can continue to do what they do best, stay creative.

How do these integrations extend the Adobe investment that many marketing departments and agencies have already made?

Many marketing departments and agencies have made significant investments in Adobe, and with these integrations, Workfront helps bridge the connections between the work that needs to be done with the work that creatives love to do, without disrupting their creative flow or impacting their ability to produce more work.

How are these integrations different than what is currently available to marketing teams and agencies?

These integrations introduce a product offering that provides marketers with the best-of-breed Marketing Work Management tools of Workfront with the best-of-breed production and fulfillment tools of Adobe. Marketing teams will be able to step through each phase of the creative lifecycle: request, planning, production, review and approval, and fulfillment, with a meaningful handoff between each phase to make the cycle more seamless.

How do these integrations help with end-user productivity?

Workfront's Adobe CC extension helps creative designers stay productive by completing their work in one seamless application—from creating the asset to receiving proof edits and approvals. This allows the designer to remain in one application and continue working on other projects in their queue, without having to spend time switching between applications. Workfront's integration with AEM DAM helps marketers efficiently maintain a centralized asset repository that is easily accessible and searchable, without having to toggle or manually copy data between the applications, helping designers to stay productive and responsive to marketing efforts.

How does this impact those marketing teams following Agile marketing practices?

For Agile marketing teams, the seamless integrations help creative designers and digital asset managers better respond to frequent feedback within their rapid iterations that address changing market conditions. Workfront has worked hard to create a solution that supports how teams get work done, rather than requiring teams to change their processes to fit our application. Our ability to simplify marketing work with integrations like these explains why we are a leader in Gartner's 2016 Magic Quadrant for Marketing Resource Management.


About the Author

Marcus Varner

Marcus is a content strategist and producer who loves helping brands craft content that improves customers' lives, builds brand credibility, and demands to be shared. For the last 10 years, Marcus has worked in every type of content—from writing to video production to design—and is currently a senior content marketing manager at Workfront, where he oversees all corporate- and awareness-level level content. When he's not producing content, he's consuming it, in the form of books, movies, and podcasts.

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