Adobe today announced that it has entered into a final agreement for the acquisition of Workfront, a work management platform for marketing professionals, for 1.5 billion dollars, subject to the usual adjustments of the purchase price.

With over 3,000 customers and a million users, Workfront is a solution that marketing professionals rely on every day to efficiently manage content, plan and monitor marketing campaigns, and run complex workflows between teams.

Adobe solutions are already at the heart of the creativity and management of customer experience and are fundamental for marketing professionals, creatives, analysts and, now, transaction managers. Adobe Creative Cloud provides apps and services to creatives around the world to students, social media influencers, professional photographers, directors and designers. Adobe Experience Cloud is a complete solution for content and business, customer path management and customer data and insights, all built on an open platform, which allows companies of every dimension in every sector.

Satisfying the growing expectations of B2B and B2C customers today requires large volumes of content and custom marketing campaigns provided at the speed of light and on a large scale.

This must be done in increasingly dispersed teams, as smart working becomes prevalent in today’s environment and the future of work is redefined.

The combination of Adobe Experience Cloud and Workfront will bring efficiency, collaboration and productivity increase to marketing teams currently struggling with job management solutions in silos.

Workfront has a deep leadership in orchestrating marketing workflows. The Workfront platform is agile and uniquely designed for the company, with extensive integration capabilities that can be easily configured to meet the different needs of companies of all sizes.

Adobe and Workfront are long-standing partners with strong product synergies and a growing base of over 1,000 shared customers. Workfront is equipped with APIs that allow a perfect connection to Adobe Creative Cloud and Adobe Experience Cloud. Shared Adobe and Workfront customers include Deloitte, Under Armour, Nordstrom, Prudential Financial, T-Mobile and The Home Depot.

At the end of the acquisition, Workfront CEO Alex Shootman will continue to lead the Workfront team, bringing back to Anil Chakravarthy, executive vice president and general manager, Digital Experience Business and Worldwide

The transaction, which is expected to end during the first quarter of the tax year 2021 of Adobe, is subject to regulatory approval and the usual closing conditions. Until the transaction is closed, each company will continue to operate independently.

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