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Adam Kleinberg

Winners and Losers in Cause Marketing

by Adam Kleinberg

Winners and Losers in Cause Marketing

When recently tasked with developing a cause marketing program for a potential client, the team at Traction took a look at the landscape and saw a lot of programs out there. Some were very successful, while others were total flops. 

The team decided to do a little grassroots research to learn more. We built a lemonade stand in SF's Dolores Park to find out if people would pay more for products that gave to good. We also did a brief survey (we had under 100 respondents, so not empirical, but we still learned a lot), and, of course, we took a close look at some brands' programs to see what was working and what wasn't.

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Your digital dollar

by Adam Kleinberg

Your digital dollar

eMarketer released a report today showing how the $50 billion in digital ad spending in 2014 is being divided across branding and direct response. Unsurprisingly, direct response is winning. Marketers crave a clear ROI and direct response gives them one. 

Let's take a quick look at the data and see how it breaks down...

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The Landscape Panel

by Adam Kleinberg

The Landscape Panel

Two weeks ago, I was asked to be part of "The Landscape Panel" at the iMedia Agency Summit in Austin. It was called the Landscape Panel because they had representatives from the brand side (Kristi Karens from Mondelez), publisher side (Nicki Purcell from Dallas Morning News), media side (Shenan Reed from MEC) and me, representing the creative side of our industry. The theme of this year's summit was "the future of data-driven creativity."

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iMedia Agency Summit recap

by Adam Kleinberg

Yesterday, I spoke on the "Landscape Panel" at the 2014 iMedia Agency Summit along with Kristi Karens, director of media and agency partnerships, Mondelez International, Shenan Reed, president of digital, MEC, and Nicki Purcell, digital publisher at Dallas Morning News. The topic was the proliferation of data and the impact it's had on creative and agency relationships overall.

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Phil Jackson gets tai chi for business

by Adam Kleinberg

Phil Jackson gets tai chi for business

"Duh," you might say. 

That the "Zen Master" Phil Jackson intuitively gets the principles of tai chi for business I've been discussing may seem like a no brainer. He's the zen guy after all, the man that taught Jordan, Shaq and Kobe to meditate. The guy who zenned his way to a mind-blowing eleven NBA championships.

Nonetheless, I just read Coach Jackson's book, Eleven Rings, and was struck by how closely the stories he told reinforced some of the ideas I've been trying to convey.

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Leaning in from the other side

by Adam Kleinberg

Leaning in from the other side

I was recently struck by a post in my Facebook feed from Sandra Lopez, who runs global marketing at Intel and has been a leader in Intel's push into fashion and wearables. Here's the post:

Sitting with 2,500 predominate female group trying to change females in corp America. Male friends - male dads with daughters and soon to be male dads of daughters - I CHALLENGE ALL OF YOU TO STEP UP AND DRIVE THE CONVERSATION!!!!!! I want a male to be the person driving the conversation. #men4womanequality

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The shadowy world of data

by Adam Kleinberg

The shadowy world of data

I was recently interviewed by Matt Kapko from CIO Magazine for a piece called Inside the Shadowy World of Data Brokers. In it, I explain how data has become an essential part of the marketing mix. Ironically, this is evidenced by the fact that CIO Magazine now has a reporter covering digital marketing.

Matt had shared with me a 60 Minutes story on "The Data Brokers Selling Your Personal Information." It paints a pretty scary and sinister picture. Morally, I am strongly opposed to abuses of privacy. I really find it unsettling that Axciom will sell you information on things like how much I paid for my mortgage—and according to 60 Minutes—what kind of psychological disabilities I might be suffering from (as if my writing hasn't exposed them to you already).

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Tai Chi for Business, Lesson 3

by Adam Kleinberg

Tai Chi for Business, Lesson 3

Last weekend I attended a 5-1/2 hour tai chi intensive and walked away with a renewed sense of vigor for taking on writing my book about Tai Chi for Business.

The theme of this lesson was listening.

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