Traction is an interactive advertising agency based in San Francisco. In 2014, they were named Independent Agency of the Year in the iMedia Agency Awards. 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.
History 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.“Weekly Profile” and “Campaign of the Week,” San Francisco Examiner, September 18, 2006. In 2009, Traction acquired 8 Speed Multimedia, a provider of dynamic media.
The agency broadened its services to include Media in 2013.
Awards and recognition
2008
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.“Designing Minds,” Adobe Systems, June 8, 2008.
2009
Awarded BtoB Magazine "Interactive Agency of the Year"“Top Agencies – Traction. Winner, Interactive Agency,” BtoB Magazine, April 6, 2009. Inc. 5000 - Ranked #1,399“Inc. 500|5000 – Company Profile No. 1,399,” Inc. Magazine, September 24, 2009. #51 on the list of "Fastest Growing Companies in the Bay Area".“Traction pulls ahead,” Lazaro Fraga, San Francisco Business Times, Dec 1, 2009. Named "Social Media Agency To Watch" by iMediaConnection“Social media agencies to watch,” iMediaConnection, August 17, 2009.
2010
Awarded BtoB Magazine “Top Interactive Agency of the Year - Runner-up”“Top Agencies – Traction. Runner-up, Interactive Agency,” BtoB Magazine, March 8, 2010. Inc. 5000 - Ranked #1217“Inc. 500|5000 – Company Profile No. 1,217,” Inc. Magazine, September 22, 2010.
2011
Awarded BtoB Magazine "Top Interactive Agency of the Year - Runner-up"“Traction – Interactive Agency Runner-up,” BtoB Magazine, March 14, 2011. iMediaConnection named Traction blog among “5 agency blogs you should be reading”“5 agency blogs you should be reading,” Michael Estrin, iMediaConnection, January 10, 2011.
2012
Focus.com "5 Agencies Built for Technology Marketing" "The Technology Marketers’ Handbook, 2012 Edition," by Focus.com. The Next Web "10 small agencies that define 'Digital Spring' in San Francisco" "10 small agencies that define 'Digital Spring' in San Francisco," The Next Web, March 17, 2012.
2013
Awarded BtoB Magazine "Top Interactive Agency" "2013 Top Agencies: Traction Interactive Winner," BtoB Magazine, March 4, 2013. Awarded "AdAge Small Agency of the Year: West Region/Silver""AdAge 2013 Ad Age Small Agency Awards," Ad Age, July 26, 2013. San Francisco Business Times "Fastest Growing Companies in the Bay Area" "Fastest Growing Companies in the Bay Area," San Francisco Business Times, October 15, 2013. Agency Post's 2013 Agency 100 "2013 Agency 100," Agency Post, August 28, 2013. iMedia Small Agency of the Year - Finalist Finalists announced for the 2015 iMedia Agency Awards Digiday Best Brand Campaign, B2B - Winner "Digiday Awards 2013," Digiday, June 2013. Digiday Best Video Campaign, B2B - Winner "Digiday Video Awards 2013," Digiday, November 2013.
2015 iMedia Small Agency of the Year - Finalist
2016 iMedia Small Agency of the Year - Finalist BMA Small Agency of the Year - Finalist
2017
launched Live Suite for delivering a live video stream across many sites.
Notable campaigns
“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.“Case Study: Adobe uses Facebook Pages to Engage Users and Deliver Results” Facebook Marketing Solutions, April 10, 2009. “Never miss a word.” Livescribe - Traction introduced the Livescribe Smartpen to the college market.“Livescribe Pulse™ Smartpen Makes Nationwide Retail Debut,” Livescribe Press Release, June 23, 2008. “Find it. Make it. Sell it.” Alibaba.com - Traction launched a $30 million campaign for China's largest online retailer, Alibaba.com, in the U.S.“Alibaba.com Plans U.S. Push,” Jessica E. Vascellaro, The Wall Street Journal, August 7, 2009.
References
External links Traction official website