Goodby, Silverstein Ads Introduce New Tagline, Launch Targeted New York Campaign SAN JOSE, Calif.--Feb. 19, 2002--Adobe Systems Incorporated is launching a new branding initiative with a new series of ads created by Goodby, Silverstein and Partners. Unveiled as part of a $3.25 million campaign appealing to creative and design professionals, the ads introduce Adobe's new tagline, "Tools for the New Work,'' and are slated to run next week on New York billboards and kiosks concentrated around advertising agencies and design firms, as well as print publications catering to the professional design and advertising markets. The company's decision to concentrate on raising awareness in New York marks a shift in the way technology companies have invested ad resources lately -- taking a highly targeted, regionalized approach instead of blanketing the mass market. The new Adobe ads will debut in New York next week during the Seybold 2002 conference, a major publishing industry event attracting creative professionals in the city's advertising and graphic design shops. "With technology ad spending down, it's interesting that Adobe is undertaking a grass roots strategy aimed at making a large impact in a specific region,'' said Rich Silverstein, co-chairman of Goodby, Silverstein and Partners. "It's more of a barn-storming approach, and the tactic makes sense to reach this audience, given New York's high concentration of creative professionals in the advertising and design industries.'' Designed to promote Adobe InDesign 2.0 page layout software, the first series of ads affirm Adobe's commitment to the professional design community. The ads use Goodby, Silverstein's signature sense of humor to grab attention and connect with designers on issues of productivity and creative control. InDesign has been gaining ground among magazine and newspaper publishers in particular, where page layout software is seen as the workhorse of the industry. "Our new branding initiative builds on the solid reputation we've established among creative professionals,'' said Melissa Dyrdahl, senior vice president of corporate marketing and communications for Adobe. "By concentrating on New York for the first phase of the campaign, Adobe is demonstrating its leadership in providing graphics professionals with core software tools to enhance both their creativity and productivity.'' Future campaigns for products including Adobe Acrobat, Adobe Illustrator, and Adobe Photoshop software will also make use of the Tools for the New Work tagline and refer to a broadening of the company's core message to address the needs of both the creative professional and a wider business audience. For more information on the first phase of the new Adobe campaign, visit www.adobeindesign.com.