LAS VEGAS — Adobe VP of Strategy John Mellor kicked off the second day of the Adobe Summit here yesterday in a most unusual way: singing a duet with Donny Osmond to warm up the crowd of 10,000 attendees.

They were subsequently joined by Adobe CMO and EVP Ann Lewnes, Mattel COO Richard Dickson, Cirque Du Soleil VP of Sales and Marketing Alma Derricks, actor George Clooney and soccer great Abby Wambach for a keynote on Inspiring Experience Through Creativity.

States of Digital Maturity

Beyond the theatrics, the Adobe execs shared insights from attendees who have participated in a series of surveys on their digital marketing maturity. Most — about 43 percent of the 2,000 people who responded — rated themselves as "skilled." But 27 percent conceded they were rookies and 30 percent described themselves as "all stars."

In response to how quickly their organization adapts to the pace of digital marketing, 43 percent said “slow and steady,” 37 percent said “lightning fast” and 20 percent feel “lost.”

So what do attendees think of the conference?

  • Marcos Montes, senior project manager at USAA, attended with his technical team to learn about Adobe products, specifically cross-platform functionalities.
  • Murthy Peri, director of technology at SapientNitro, attended to gain insights about numerous Adobe marketing products his company already uses and “see what Adobe is doing with [experience in enterprise].”
  • Tina Lovett, digital content manager at Thomas & Betts, an electrical company, attended with eight of her colleagues to shop Adobe products and network. “We’re searching for the right [tool]," she said. Lovett was impressed by the number and diversity of vendors at the conference, adding "The companies blow me away.”
  • Cheryl Eng, senior systems designer for John Hancock Life Insurance, wants to see “how [the new Adobe products] fit in the big picture and how other companies are using them.”