Prudential transforms creative workflows with Workfront

Adobe provides a connected suite of creative and marketing tools including Adobe Workfront (project management and workflow orchestration), Adobe Express (self-service branded content creation), Adobe Creative Cloud (professional design apps including Photoshop, InDesign, and Illustrator), and Adobe Experience Manager Assets (digital asset management). Together these solutions enable organizations to manage content velocity, streamline creative workflows, and connect creative teams to downstream marketing systems.

Prudential Financial is a 148-year-old Fortune 100 financial services company offering insurance and investment products. The company operates a dedicated internal creative team — the Prudential Creative House — responsible for brand campaigns, digital content, and marketing assets across the organization.

Prudential's Creative House was overwhelmed by an extreme volume of work, with creatives burdened by repetitive, low-complexity tasks such as image resizing and simple asset creation. Creative Cloud was not fully integrated within the martech stack, leading to siloed workflows, inconsistent branding across channels, and slow content velocity. The creative brief process lacked standardization, and there was no single source of truth for project coordination. The team also lacked visibility into resource allocation, causing bottlenecks and overloading.

Adobe provided an integrated stack: Adobe Express enabled non-creatives to self-serve branded content using templates built by the creative team, freeing creatives for high-value work. Adobe Workfront became the central hub for all creative requests, project coordination, resource visibility, proofing, and feedback — acting as the single source of truth. Adobe Creative Cloud (Photoshop, InDesign, Illustrator) integrated with Workfront so creatives could complete tasks without leaving their design apps. Adobe Experience Manager Assets is being implemented to centralize 36 terabytes of content from five repositories into a single DAM for work in progress, libraries, and approved marketing materials.

The team first built branded templates in Adobe Express and distributed them across the organization, enabling self-service for social posts, email banners, flyers, and other assets. A "create once, use many" approach was adopted using Creative Cloud Libraries. The creative brief process was standardized with detailed audience insights and project goals, and discovery calls with marketing strategists were institutionalized. All briefs and project details were entered into Workfront, which integrated with Creative Cloud apps and included a proofing tool for streamlined feedback. The martech team partnered with the Creative House to connect creative tools to downstream marketing systems. A migration of 36TB of content from five repositories into Adobe Experience Manager Assets is underway.

The Curtain Up! Broadway Festival campaign — a three-day outdoor theater experience in Times Square sponsored by Prudential in partnership with Playbill — delivered a 1.24x ROI. It engaged 5,600 people on-site (a 365% YoY increase), and consumers who engaged were 11% more likely to consider Prudential. The campaign generated 3,000+ social media mentions and appeared in 2,000+ articles with 94% net positive sentiment. The new workflows also enabled the team to capture data for future planning, improve brand consistency, increase employee satisfaction, and free creatives for higher-impact strategic work.