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Disrupt culture. Break through.

by Lauren McGehee

Disrupt culture. Break through.

It's no secret that advertising is getting harder. There's been an explosion in the number of touch points, and the cost and complexity of achieving scale has ballooned accordingly. At the same time consumers are becoming more empowered to avoid ads, more distrustful of brands, and have more messages vying for their attention than ever before.

A recent global study by CEB of over 250 marketing initiatives across more than 60 brands and 20 industries found that the only factor that statistically differentiated good performance from great performance in campaigns was when a marketing idea was culturally disruptive.

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Traction’s a Winner…Again!

by Kelly Koligian

Traction’s a Winner…Again!

Traction has won not only 1, not 2, but 3 Communicator Awards! This year, we’ve won Award of Excellence: Marketing Effectiveness, Content Marketing, Award of Distinction: B2B Branded Content and finally Award of Distinction: B2B Integrated Campaign. 

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Traction up for BMA Agency of the Year!

by Adam Kleinberg

Traction up for BMA Agency of the Year!

Traction has been named a finalist for the BMA Awards in the Agency of the Year (under $25M) category! Congrats to the other two finalists, Stein IAS and Quarry. Best of luck to those great shops. The BMA (Business Marketing Association) will announce the winner at a gala event in Chicago on June 1!

In addition...

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Is an emoji worth 1,000 words?

by Lauren McGehee

Is an emoji worth 1,000 words?

The use of visual language is skyrocketing with 2015 seeing a sharp increase in its use. The Oxford Dictionary choose an emoji – officially known as ‘Face with Tears of Joy’ – as the word of the year in 2015. Last year also saw GIFs become a mainstream way to explore and explain the world . Memes are a large part of our online experience, especially on social channels.

At first, digital imagery was used as punctuation for text, but now it can transfer the subtext, or even the entire message itself. The rise of emoji use on Instagram and Facebook correlates directly with a decline in the use of slang; people are replacing words with pictures. If your brand uses social media for insights and metrics, it’s time to find ways to get smart about possibly including visual language in your brand voice, and definitely in your analysis.

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