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OpinionCategory

New Agency Revenue Streams

by Adam Kleinberg

I sat in on a 4A's webinar this morning on "How Agencies Can Create New Revenue Streams." As we grow our business here at Traction, it's interesting to hear how other agencies are evolving their businesses. It's also exciting to learn that Traction is pushing the envelope in all of the areas that the 4A's cites as ways the most innovative agencies in the world are reshaping the agency model.

The basic premise is that a new role for agencies in creating value for marketers that has nothing to do with a "message." 

Here are the areas outlined in the webinar and some of the things we're doing at Traction that align with each.

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5 lessons from Bruce Bochy

by Adam Kleinberg

5 lessons from Bruce Bochy

Traction will be closed from noon to 2pm today. Despite the rain, the team will all be rambling on down Larkin Street to Civic Center for a chance to scream our heads of at the San Francisco Giants ticker tape parade. I couldn't keep people at their desks if I tried.

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3 Lessons in Design Process from Coke

by Adam Kleinberg

3 Lessons in Design Process from Coke

Last week, I had the good fortune to attend the Ad Age CMO Summit. Lots of CMOs and CEOs sharing great wisdom from companies like Kraft, Nationwide, GoPro, Target, Method, Plum Organics, Cisco and Oracle. But the highlight for me was the closing presentation from the Global Creative Director of Coca-Cola, James Sommerville. 

James was the founder of Attik and I used to follow his work when I was cutting my teeth as a designer 18 years ago, so it was a real treat for me to see him speak. And as a designer, I found his presentation on Coca Cola's World Cup brand activation inspiring not just because of the work itself, but because of the lessons I took away from the design process he shared...

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Digital Metrics Delirium

by Kelly Koligian

Digital Metrics Delirium

Digital metrics promise the ability to be accountable for everything we do in advertising, but the reality is that they are limited in what they can actually measure. 

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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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