Of the 9 Adobe Experience Maker Awards winners this year, only one is decided by audience choice. The Maverick Award recognizes the company that has fearlessly pioneered innovative customer experiences through imaginative, out-of-the box strategies and transformative use of Adobe Experience Cloud applications.
Extraordinary is just the beginning. Vote for the 2025 Maverick by January 10 at midnight PT.
For over 150 years, Pfizer has been at the forefront of creating transformative pharmaceuticals that improve health worldwide. The company’s internal digital experience project has redefined pharmaceutical marketing by creating faster, more targeted customer experiences through a cutting-edge approach powered by Adobe Experience Cloud.
By integrating Adobe Experience Manager and Workfront, Pfizer streamlined content workflows while leveraging generative AI to create personalized banner ad variants in minutes and revolutionize content creation.
These innovations reduced creative-to-approval time by 75% and cut regulatory review from ten days to just three. In addition, Pfizer accelerated campaign insights from months to weeks, and optimized campaigns like Cibinqo , an eczema therapy, achieving a 56% reduction in speed-to-market. With these tools, Pfizer set a new industry standard for agility, personalization, and operational efficiency.
As one of the world’s most iconic brands, The Coca-Cola Company has been refreshing the world for over a century — a mission fueled by its innovative use of Adobe technology to transform global customer engagement.
By deploying Adobe Experience Cloud worldwide, Coca-Cola accelerated content creation, grew consumer profiles by 74% to 200 million, and enriched 63% of profiles with 10+ attributes. This enabled hyper-personalized messaging across more than 5,000 segments.
In India and Southwest Asia, Coca-Cola launched an interactive WhatsApp chatbot powered by Adobe Journey Optimizer and Infobip that boosted paid media reach by 5x and owned media reach by 75%. In Central and South America, Adobe Target drove personalized ecommerce strategies that increased checkouts by 25% without extra content spend.
These initiatives drove nearly 3 million new weekly drinkers and reinforced Coca-Cola's place as a leader in data-driven marketing.
Since its founding a decade ago, AbbVie has been dedicated to researching and creating innovative medicines and health solutions. Using Adobe Experience Cloud, AbbVie transformed its digital marketing by unifying fragmented brand experiences into a cohesive, data-driven ecosystem.
AbbVie developed proprietary technology that revolutionized metadata tagging by automating manual processes with Adobe Experience Manager APIs, cutting execution time by 40% and saving over US$1 million in its first year. This transformative tool improved data quality and empowered analysts to unlock insights without advanced training.
Leveraging integrations with platforms like Veeva, Salesforce, and Adobe Experience Manager Assets, AbbVie streamlined operations and scaled digital experiences by 10x across its global brands in just three years. These enhancements boosted efficiency and customer engagement while maintaining compliance and positioned AbbVie as a digital transformation leader in healthcare.
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