The account will be led by Mark Bien, an executive VP in Weber’s Bay Area operations, who says the focus is on Adobe’s “third generation publishing” initiative, which it calls “network publishing,” rolled out late last year.
According to Adobe president Bruce Chizen, “Network publishing will dramatically change the way content is created, managed, and delivered. Network publishing represents the third wave of publishing—following desktop and traditional Web publishing. It’s the era of creating visually rich, meaningful content that is managed and delivered reliably wherever the user wants, whether it’s a Web page, printer, cell phone, handheld device, PC or Internet appliance.”
Weber handled the introduction of the network-publishing concept on a project basis before being named agency of record. A&R Partners continues to handle Adobe’s product-related PR activities.