Adobe Creativity Quotient (CQ)

Adobe is synonymous with creativity – but mostly in the minds of designers and creatives. The challenge? Reposition Adobe as a business-critical partner for enterprise leaders. Especially in the B2B marketing and tech space, where decision-makers are less concerned with kerning and colour theory – and more with productivity, innovation, and future-proofing.

We needed to show that creativity wasn’t just a “nice to have” but a strategic differentiator at the enterprise level that only a partner like Adobe could help shape with its tools and technology.

While businesses were doubling down on digital transformation, one human skill kept getting sidelined: creativity. And yet, it was the one thing machines couldn’t replicate and the one thing driving standout innovation across industries.

The unlock? Creativity is a leadership issue. But while we measure everything else (KPIs, EQ, IQ), we’ve never had a way to measure creativity in a business context. Until now.

Introduce a new metric for modern business performance: your Creative Quotient (CQ).

The plan was simple:
If Adobe could define and measure creativity at the enterprise level, it could own the conversation around creativity as a business imperative. Not just for creative or marketing departments but for entire organisations.

So, we turned creativity from something abstract into something measurable.

We built Adobe CQ — a digital-based diagnostic tool designed to assess a leader or company’s creative maturity across five business-critical dimensions:
Technology, Data, Skills, Experience, and Culture.

Each participant received a persona based on their profile – Challenger, Assembler, Leader or Visionary brought to life through 16 bespoke 3D artworks that visualised their creative DNA. Think Myers-Briggs, but make it Adobe.

We launched across Asia Pacific with a mix of owned, paid, and earned media before scaling to China and Europe with localised versions. The campaign culminated in a five-part LinkedIn Live series, where Adobe leaders and enterprise clients unpacked how they embed creativity into business strategy.

It wasn’t just a campaign. It was a creative operating system for modern enterprises.

• 1.67 million total reach
• 166,000 site visits
• 51% quiz completion rate
• A Mumbrella CommsCon gong for “Best B2B”

Most importantly, Adobe CQ sparked real business conversations about creativity in the boardroom with the elusive enterprise leaders it was looking to connect with.

Work completed as an employee and part of the team at We. Communications.