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Adam Kleinberg

Value and Collaboration

by Adam Kleinberg

Value and Collaboration

Last week, the ANA released the results of a survey saying that the number of brands with in-house marketing teams has risen dramatically over the past 5 years. This is no surprise to the folks at Traction who encounter that reality every day.

When we started Traction 12 years ago, we worked frequently as a snap-on team for larger agencies like McCann and Grey for our first couple of years. Later we worked with Macromedia's in-house team. Then Bank of America's. And others. 

What have we learned? Sometimes find those in-house teams to be a competitive threat. In others, they can be our best clients. The secret to success is consistently demonstrating value while making collaboration a core element of how you work. 

This morning I wrote a piece for Ad Age that delves deeper into how agencies can fend off the threat of marketing services moving in-house

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Natives Get Restless

by Adam Kleinberg

Natives Get Restless

A few weeks ago, I wrote a story in AdAge called Why Bad Native Advertising is Worse than Banners. In that story, I called out the CEOs of Sharethrough and BuzzFeed for what I perceived as inconsistencies between things they were saying and reality.

This morning I had breakfast and a nice conversation with Dan Greenberg, the CEO of Sharethrough. While I stand by everything I wrote, I feel like Dan's side of the story deserves to be shared...

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Don't take opt-ins for granted

by Adam Kleinberg

Don't take opt-ins for granted

It's a great moment for a brand when a customer opts-in for their communications. Sure your goal may be to get millions of people to raise their hands and say "yes, I want to hear from your brand." But each and every one of those relationships you create is a human being with a wallet that is doing you the honor of inviting you to come visit their inbox.

That is a gesture of trust, so it really reflects poorly on you if you violate that trust.

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SXSW: Growing beyond growth

by Adam Kleinberg

SXSW: Growing beyond growth

Al Gore discussed The Future with Walt Mossberg from the WSJ at SXSW this weekend. His new book discusses six shifts that reshaping our planet. One shift that was of particular interest for marketers: an over-reliance on the concept of growth as the core metric for success in society.

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