Traction (agency)

From Wikipedia, the free encyclopedia
Jump to: navigation, search
Traction
Industry Advertising, Marketing, Design, Interactive, Media, Strategy
Founded 2001
Headquarters San Francisco, CA, United States
Area served Global
Key people Founders: Adam Kleinberg, Theo Fanning, Paul Giese
Employees 40 employees
Website www.tractionco.com

Traction is an interactive advertising agency based in San Francisco. Their clients include Alibaba.com, Adobe Systems, Bank of America, Cabot Creamery, California Bank & Trust, Camelbak, Intuit, Intel, Kelly-Moore Paints, Livescribe, Meebo, Robert Half International, Salesforce.com, SAP, and Shutterfly, Walmart, ZoneAlarm.[1]

History[edit]

The agency was founded in 2001 as Traction Corporation by Adam Kleinberg, Paul Giese, Theo Fanning and Michele Turner. The founding partners had previously worked together at Think New Ideas, a new media pioneer with heavy investments from Omnicom. Michele Turner left the company in 2009.

In 2006, Traction Corporation started a creative staffing agency called SubTraction.[2] In 2009, Traction acquired 8 Speed Multimedia, a provider of dynamic media.[3]

The agency broadened its services to include Media in 2013 with the hiring of Abraham Snyder, formerly from AKQA (which was acquired by WPP plc). [4]

Awards and recognition[edit]

2008[edit]

  • Selected by Adobe Systems to be featured in an original documentary series “Designing Minds” showcasing creative leaders of the design industry with a view into the creative forces behind the shows, ads, and products people use every day.[5]

2009[edit]

  • Awarded BtoB Magazine "Interactive Agency of the Year"[6]
  • Inc. 5000 - Ranked #1,399[7]
  • #51 on the list of "Fastest Growing Companies in the Bay Area".[8]
  • Named "Social Media Agency To Watch" by iMediaConnection[9]

2010[edit]

  • Awarded BtoB Magazine “Top Interactive Agency of the Year - Runner-up”[10]
  • Inc. 5000 - Ranked #1217[11]

2011[edit]

  • Awarded BtoB Magazine "Top Interactive Agency of the Year - Runner-up"[12]
  • iMediaConnection named Traction blog among “5 agency blogs you should be reading”[13]

2012[edit]

2013[edit]

  • Awarded BtoB Magazine "Top Interactive Agency" [16]
  • Awarded "AdAge Small Agency of the Year: West Region/Silver"[17]
  • San Francisco Business Times "Fastest Growing Companies in the Bay Area" [18]
  • Agency Post's 2013 Agency 100 [19]
  • iMedia Small Agency of the Year - Finalist [20]
  • Digiday Best Brand Campaign, B2B - Winner [21]
  • Digiday Best Video Campaign, B2B - Winner [22]

Notable campaigns[edit]

  • “Real or Fake?” Adobe Systems - One of Adobe’s most successful social media campaigns was developed by Traction geared toward driving engagement to their new CS products. This campaign has been featured in a number of articles including being featured as a case study by Facebook.[23]
  • “Never miss a word.” Livescribe - Traction introduced the Livescribe Smartpen to the college market.[24]
  • “Find it. Make it. Sell it.” Alibaba.com - Traction launched a $30 million campaign for China’s largest online retailer Alibaba.com to the U.S.[25]

References[edit]

  1. ^ http://www.tractionco.com/agency/clients
  2. ^ “Weekly Profile” and “Campaign of the Week,” San Francisco Examiner, September 18, 2006.
  3. ^ "Traction Acquires 8 Speed Multimedia," Market Wire, FindArticles.com, April 25, 2011.
  4. ^ "Traction Launches Media Practice, Snyder Heads," MediaPost, Jun 27, 2013.
  5. ^ “Designing Minds,” Adobe Systems, June 8, 2008.
  6. ^ “Top Agencies – Traction. Winner, Interactive Agency,” BtoB Magazine, April 6, 2009.
  7. ^ “Inc. 500|5000 – Company Profile No. 1,399,” Inc. Magazine, September 24, 2009.
  8. ^ “Traction pulls ahead,” Lazaro Fraga, San Francisco Business Times, Dec 1, 2009.
  9. ^ “Social media agencies to watch,” iMediaConnection, August 17, 2009.
  10. ^ “Top Agencies – Traction. Runner-up, Interactive Agency,” BtoB Magazine, March 8, 2010.
  11. ^ “Inc. 500|5000 – Company Profile No. 1,217,” Inc. Magazine, September 22, 2010.
  12. ^ “Traction – Interactive Agency Runner-up,” BtoB Magazine, March 14, 2011.
  13. ^ “5 agency blogs you should be reading,” Michael Estrin, iMediaConnection, January 10, 2011.
  14. ^ "The Technology Marketers’ Handbook, 2012 Edition," by Focus.com.
  15. ^ "10 small agencies that define 'Digital Spring' in San Francisco," The Next Web, March 17, 2012.
  16. ^ "2013 Top Agencies: Traction Interactive Winner," BtoB Magazine, March 4, 2013.
  17. ^ "AdAge 2013 Ad Age Small Agency Awards," Ad Age, July 26, 2013.
  18. ^ "Fastest Growing Companies in the Bay Area," San Francisco Business Times, October 15, 2013.
  19. ^ "2013 Agency 100," Agency Post, August 28, 2013.
  20. ^ "iMedia Agency Awards 2013," iMediaConnection, September 2013.
  21. ^ "Digiday Awards 2013," Digiday, June 2013.
  22. ^ "Digiday Video Awards 2013," Digiday, November 2013.
  23. ^ “Case Study: Adobe uses Facebook Pages to Engage Users and Deliver Results” Facebook Marketing Solutions, April 10, 2009.
  24. ^ “Livescribe Pulse™ Smartpen Makes Nationwide Retail Debut,” Livescribe Press Release, June 23, 2008.
  25. ^ “Alibaba.com Plans U.S. Push,” Jessica E. Vascellaro, The Wall Street Journal, August 7, 2009.

External links[edit]