McCann Singapore and Adobe Launch AI Production Partnership

McCann Singapore and Adobe announced a formal strategic partnership on March 9, 2026, to embed generative AI directly into live client brand and campaign production workflows, making it one of the first major agency-platform AI production partnerships in Asia-Pacific this year.

The collaboration uses Adobe Express, Adobe Firefly, Firefly Services, and experimental object compositing tools to deliver personalized content across multiple channels at scale.

Partnership Structure and Live Client Pilots

The partnership moves beyond experimental testing. McCann Singapore will select global and regional clients for live pilot programs, integrating AI-powered creative production into active marketing briefs. Adobe will provide priority technology access, dedicated consulting, and technical support throughout.

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A new data-creative intelligence lab will combine Adobe's generative AI capabilities with McCann's brand strategy and behavioral insights. The lab will measure outcomes using specific metrics including brand memorability, emotional impact, and AI-enabled visual performance.

Paul Soon, CEO of McCann Singapore, described the collaboration as "a practical step-change in how generative AI is applied to real marketing work," adding that it enables teams to "generate brand-safe content with greater accuracy, consistency, and control through trusted data and governed workflows."

Aaron Mitchell Finegold, Head of Product Marketing for Firefly Enterprise at Adobe, said the collaboration allows both organizations to explore "new creative frontiers actively and responsibly, testing emerging formats, advancing generative capabilities, and shaping what the next chapter of brand storytelling could look like."

Governance Framework and Talent Investment

McCann and Adobe jointly developed a Creative AI Usage Charter, a governance document establishing clear rules around brand safety, intellectual property, and responsible AI use. This positions both organizations as early movers in formalizing AI governance standards for creative agencies in Asia.

The partnership also includes significant investment in people. McCann is offering Adobe training and certification across creative, production, art direction, motion graphics, design, and AI development teams. The collaboration targets emerging formats including responsive storytelling, real-time cultural localization, and cross-format asset creation for social, gaming, and spatial media platforms.

Asia-Pacific Market Context

The announcement arrives at a critical moment for the region's creative industry. Over 50% of consumers in China, India, Indonesia, and Thailand already use generative AI to assist with online shopping decisions, creating direct pressure on agencies to match that consumer fluency with AI-augmented production.

Globally, 91% of agencies report using AI in some capacity, yet only 34% describe the results as transformative. Agencies deploying AI for campaign management report 23% higher lead conversions on average, and 83% of agencies globally report clear generative AI returns. AI-augmented creative agencies also report 30% higher ad ROI compared to non-AI counterparts.

Southeast Asia's fragmented, multilingual media landscape makes the McCann-Adobe focus on real-time cultural localization and cross-format asset creation particularly relevant for regional advertisers.

The partnership's next steps include launching live client pilots and operationalizing the data-creative intelligence lab, with Adobe providing ongoing technical support throughout the process.