At Adobe MAX 2025, Newell Brands made a bold statement about the future of creativity, content marketing, and brand storytelling. Through immersive brand activations, thought leadership sessions in front of over ten thousand attendees, and a spotlight on AI-driven content workflows, Newell demonstrated how we’re transforming creative at scale all while staying true to our portfolio of iconic consumer brands.

The week kicked off with a vibrant Sharpie® brand activation at CreatorLive on Monday, October 27. More than 225 global ambassadors and social influencers gathered to co-create over 1,000 pieces of content using Sharpie Creative Markers. Adobe constructed a massive wall canvas for attendees to color in, turning the space into a dynamic art installation that celebrated self-expression, creativity, and community engagement.

From Tuesday through Thursday, Sharpie continued to engage attendees in the MAX Creative Park with an interactive booth that blended analog sketching with digital design. Visitors created original artwork using Sharpie Creative Markers, then digitized their creations using Adobe Firefly Boards, Photoshop Web, and Adobe Express. The integration with Frame.io enabled seamless content capture and sharing, a perfect example of how Newell is leveraging Adobe’s creative ecosystem to elevate brand experiences and digital storytelling.

Newell’s leadership also took center stage. On Tuesday afternoon, Chief Marketing Officer Nick Hammitt joined Adobe executives for a keynote fireside chat, offering insights into how Newell is reimagining its content supply chain. Later that day, Senior Manager of Creative Content Technology Julie Sheeran and Director of Marketing & Commercial Excellence Samantha Tuttle co-presented a session titled “Crafting an AI-Powered Content Supply Chain,” highlighting the company’s cross-functional efforts to scale content production without compromising quality or brand integrity.

Throughout the conference, Newell emphasized its strategic partnership with Adobe to drive efficiency, creativity, and scalability. By leveraging tools like Adobe Firefly Custom Models, Workfront, and Experience Manager, the company has accelerated campaign production by up to 5x. Brands like Elmer’s®, Paper Mate®, and Oster® are already seeing measurable results, from cutting packaging design time by 75% to reducing social asset creation hours by a third.

In a video shared during the conference, Melanie Huet, President of Newell’s Home & Commercial Segment (Home), said:

“We’re scaling quickly—we don’t need 5x more content; we probably need 10x. By installing Firefly, we’re allowing our designers to use more of their time to do the things they love, which looks like design, not repeating the same image over and over to meet different formats.”

Newell’s presence at Adobe MAX 2025 reflected a clear vision: to lead with creativity, scale with technology, and empower teams to deliver meaningful content across every channel. By combining the strength of our brands with the power of Adobe’s tools, we’re building a content ecosystem that’s agile, efficient, and ready for what’s next.