Stagwell's (STGW) Code and Theory Launches Inaugural Presence at Adobe Summit with the Announcement of its New Enterprise Experience Transformation Practice

Rhea-AI Summary

Code and Theory, a Stagwell (STGW) company, announces its new Enterprise Experience Transformation practice at Adobe Summit 2025, focusing on AI-driven digital experiences. Led by Chief Transformation Officer Cory Haldeman, the practice introduces their Enterprise Experience System (EXS) framework to enhance personalization and customer engagement at scale.

As a first-time Diamond sponsor at Adobe Summit (March 18-20), the company will demonstrate how their solutions accelerate GenAI's impact on customer experience and content supply chain. The event features presentations on personalization strategies, brand identity integration with AI, and special appearances by sports celebrities Carmelo Anthony and Kelsey Plum.

The initiative builds on Code and Theory's decade-long partnership with Adobe, aiming to bridge consulting, systems integration, and creative agency capabilities through AI-powered solutions.

Positive

• Strategic expansion into AI-driven enterprise transformation services
• Secured Diamond sponsorship at Adobe Summit, indicating strong market position
• Extended partnership with Adobe, a major technology provider
• Launch of new Enterprise Experience System (EXS) framework for scalable solutions

Negative

• None.

Stagwell's Code and Theory accelerates the content supply chain for brands, driving innovation across customer experience to digital experience platforms.

NEW YORK and LAS VEGAS, March 18, 2025 /PRNewswire/ -- In an era where AI is fundamentally reshaping digital experiences, Code and Theory is boldly redefining industry boundaries with its new Enterprise Experience Transformation practice. Led by Chief Transformation Officer Cory Haldeman, this strategic expansion represents more than a new service offering — it's a comprehensive response to the market's evolving needs. The practice will launch at Adobe Summit, during which Code and Theory will showcase its value realization solutions to accelerate GenAI's transformative impact on customer experience.

Drawing on over two decades of digital innovation, Code and Theory pioneers solutions that translate AI's possibilities into measurable business outcomes and extraordinary customer experiences.

At Adobe Summit (March 18-20), Code and Theory will showcase its Enterprise Experience System (EXS) framework through the lens of a new sports team, show how the new system unlocks experiences at scale that go beyond traditional engagement, and explore how they can help accelerate client's investments in Content Supply Chain and Generative AI programs.

In Code and Theory's booth at Adobe Summit, attendees will see:

1. Enterprise Experience Systems | The Foundation of Real Personalization: The EXS framework unlocks experiences at scale that go beyond transactional engagement.
2. Exposing the Personalization Gap | Moving Beyond Industry Hype: We'll address the tendency for personalization to be oversold yet underdelivered, emphasizing deeper relevance by unifying brand identity, user needs and technology.
3. Foundational First | Uncover How Brand Identity & CX Feeds AI: Before adopting advanced tech solutions, brands must define their core identity and the "jobs to be done" before activating the AI strategy — ensuring meaningful personalization at scale.

Stagwell's Code and Theory Network is a first-time Diamond sponsor at Adobe Summit and will bring the flavor of SPORT BEACH, the premiere sports business destination Stagwell built for brands, platforms and athletes to tap into the cultural zeitgeist of sport and explore the power of fandom. At the summit, Stagwell and Code and Theory will host Carmelo Anthony, 10-time NBA All-Star, entrepreneur and philanthropist, and Kelsey Plum, a WNBA champion, for a series of brand marketer meetings and a public session on how creativity and technology are revolutionizing the way brands connect with audiences.

While AI dissolves the traditional lines between consulting, systems integration and creative agencies, Code and Theory's practice doesn't just bridge these artificial silos — it replaces them with a unified approach that seamlessly integrates strategic vision, technical implementation and creative innovation.

Cory Haldeman, Chief Transformation Officer at Code and Theory, says: "Most companies use AI like an intelligent spellcheck — focused on making incremental improvements to existing processes. But true transformation requires reevaluating what's possible. Adobe's approach with Firefly exemplifies this mindset by democratizing creativity. At Code and Theory, we're applying this same transformative thinking across the entire enterprise experience, not just enhancing existing systems but fundamentally redefining how brands connect with customers through AI-powered customer experience."

Dan Gardner, Co-Founder and Executive Chair of Code and Theory, says: "Our relationship with Adobe spans more than a decade, and we look forward to continuing client success through this partnership. As enterprises grapple with unprecedented complexity in their digital ecosystems, we're combining our deep expertise in brand experience with Adobe's powerful technology stack to help unlock the potential of our clients' investment. This isn't just about better creative tools or more efficient content delivery — it's about reimagining how enterprises operate in an AI-powered world and building the foundation for experiences that just weren't possible before."

"Successful digital transformations aren't just about implementing technology—they're about reimagining how businesses create value for their customers," said Hannah Elsakr, President of New Business at Adobe. "Code and Theory and the Stagwell network have holistic vision, combining strategic insight with technical and creative excellence. Their expanded focus perfectly complements Adobe's mission to change the world through digital experiences, and we look forward to the continued evolution of our partnership."

If you'll be at Adobe Summit and wish to set up a meeting with Cory Haldeman, Chief Transformation Officer at Code and Theory, email meetings@codeandtheory.com.

About The Code and Theory Network
The Code and Theory Network is the only technology and creative network with a balance of 50% creative and 50% engineers. Our unique makeup makes us the place where CMOs, CTOs and CIOs come together to drive results for their businesses. We partner with our clients to redefine what is possible to create lasting impact and drive long-term growth. Part of Stagwell, Code and Theory offers a global footprint and the capabilities to work across the entirety of the customer-facing journey, and implement the technology that powers it. The network includes the flagship agency Code and Theory as well as Kettle, Instrument, Left Field Labs, Truelogic, Create. Group, Rhythm and Mediacurrent. Code and Theory clients include Amazon, JPMorganChase, Microsoft, NBC, NFL and Yeti. For more, visit codeandtheory.com

About Stagwell
Stagwell is the challenger holding company built to transform marketing. We deliver scaled creative performance for the world's most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing. Led by entrepreneurs, our specialists in 40+ countries are unified under a single purpose: to drive effectiveness and improve business results for our clients. Join us at www.stagwellglobal.com.   

Contacts:

Stagwell
Kara Gelber
PR@stagwellglobal.com 

Code and Theory
Kenneth Hein
kenneth.hein@codeandtheory.com 

 

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FAQ

What is the new practice launched by Stagwell's STGW Code and Theory at Adobe Summit 2025?

Code and Theory launched the Enterprise Experience Transformation practice, featuring their Enterprise Experience System (EXS) framework focused on AI-driven digital experiences and personalization at scale.

When and where is Stagwell STGW's Code and Theory presenting at Adobe Summit 2025?

Code and Theory is presenting at Adobe Summit from March 18-20, 2025, in Las Vegas as a Diamond sponsor.

What will STGW's Code and Theory showcase at their Adobe Summit booth?

They will showcase their Enterprise Experience System framework, address personalization gaps, and demonstrate how brand identity and CX feed into AI strategy.

Which sports celebrities are partnering with Stagwell STGW at Adobe Summit 2025?

Carmelo Anthony, 10-time NBA All-Star, and Kelsey Plum, WNBA champion, will participate in brand marketer meetings and a public session.