McCann Singapore teams up with Adobe to extend GenAI

McCann Singapore has teamed up with Adobe to roll out generative AI across creative production and marketing workflows. The partnership will include live client pilots and a new internal lab focused on effectiveness signals and governance.

The work will cover Adobe Express, Adobe Firefly and Firefly Services, alongside experimental projects using Adobe's object compositing features. The two companies plan to build a structured approach for configuring tools, running pilots and scaling workflows within campaign delivery.

McCann Singapore will invite selected global and regional clients into live pilots, embedding AI-enabled production tools into active briefs. Adobe will provide priority access to relevant features, as well as consulting and technical support.

Workflow changes

The collaboration is intended to be practical, focusing on how generative tools can work with approved brand assets and existing review processes. Object compositing combines and adapts visual elements within images during content production. The initiative aims to speed production and increase cross-channel variation, while tightening control over approved inputs.

CEO Paul Soon described the effort as a move from experimentation to day-to-day deployment.

Soon said, "Our collaboration with Adobe brings a practical step-change in how generative AI is applied to real marketing work. 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."

The partnership also includes a talent programme. McCann Singapore will invest in Adobe training and certification across art direction, motion graphics, design and AI development for its creative and production teams. Across the region, agencies have increased training spend as clients ask for clearer operating models for generative tools, including how outputs are checked and signed off.

New formats

Alongside the workflow pilots, the two companies will explore new content formats and distribution contexts. The scope includes responsive storytelling, real-time localisation, and cross-format asset creation for social platforms, gaming and spatial media environments.

Adobe commented the partnership supports its wider push to embed generative products within marketing teams and agency delivery.

Aaron Mitchell Finegold, Head of Product Marketing, Firefly Enterprise, Adobe, said, "Adobe is redefining how creativity and technology come together in modern marketing. 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."

Intelligence lab

McCann Singapore also plans to launch a data-creative intelligence lab as part of the collaboration. The lab will combine Adobe's generative tools with McCann's brand strategy and behavioural insights, prototyping workflows and developing effectiveness signals such as brand memorability, emotional impact and AI-enabled visual performance.

Marketing teams are increasingly asking agencies to show how generative production affects outcomes, not just unit cost or turnaround time. The focus on effectiveness signals reflects a broader shift toward measurement frameworks that connect creative variation and speed with brand metrics and performance results.

Governance focus

The companies also plan to develop a governance framework through a "Creative AI Usage Charter". It will set principles for brand safety, intellectual property workflows and responsible use of AI in marketing and production. Governance has become a central issue for brands using generative systems at scale, particularly when multiple markets, languages and channels require rapid asset adaptation.

The collaboration reflects a wider trend of agencies aligning with major software providers as generative AI becomes embedded in core creative tools. This shift is increasing pressure on agencies to standardise operating models across teams, build training paths, and give clients auditability over which assets and data sources were used during production.

McCann, part of Omnicom, is a global creative network with offices in more than 100 countries. McCann Singapore said the pilots and lab work will run alongside existing client delivery, with further experimentation planned around object compositing features and cross-format asset creation.