A week ago, I spoke with my client Julie Smith, who heads up education marketing at Adobe, at the iMedia Brand Summit in lovely Coronado, California. Our talk focused on three case studies that reflect how content marketing has shifted Adobe's overall approach to marketing.
Entrepreneur Magazine and Team Digital are at it again with the latest - and last -installment of their ongoing online question and answer series. With an eye towards the industry's future, the final prompt posed to their board of advertising and marketing professionals was: What's your prediction for the next big marketing trend?
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.
This week I was quoted by Cotton Delo in a story in Ad Age about the disgruntled customer who bought a Sponsored Tweet to complain about British Air. Apparently, social media superhero, Gary Vaynerchuk, read the quote and was quite disgruntled about what I had to say. So disgruntled, he created a video rant and blog post about it.
It takes a lot of resolve, innovation, creativity and work to grow an agency in a down economy. This year Agency Post celebrated "the business of advertising by showcasing 100 agencies that demonstrated fortitude, strong relationships, great work, and strategic ideas" with their 2013 Agency 100 listing. As with all our awards and accolades, Traction is honored to be included on this list.
"We're going to win at losing." - Traction Senior Technologist Tack Trudell commenting on the Traction house band's chance of winning the 2013 SFBig Battle of the Bands.
And so we did - in thoroughly epic, and thoroughly Traction, style. As a small agency, Traction simply doesn't have the staff numbers to win the popular vote at the SFBig Battle of the Bands. After several years of trying (and failing) to win against larger agencies we opted for a different strategy this year - to lead with our weirdness, our creativity, and our "don't give a flying fuck" attitude. And hence Dialects of Futures Unfolding, Pt 4, Vol 9 was born.
Here at Traction we pride ourselves on making the most of art and technology for our clients. We dig a little deeper. We look for opportunities for interaction where people don't normally look. Take our hold music for instance. Instead of going with the default Kenny G purgatory we decided to showcase what we think is some pretty great commercial art: TV themes we grew up with and love.
Never one to shy away from sharp, pointed criticisms; Traction CEO Adam Kleinberg brings out the BIG knives in his latest AdAge piece - Three Reasons Why The Birth of Publicis Omnicon Is Good For Small Agencies. Inspired by Dan Wieden's keynote at the Ad Age Small Agency Conference and Awards, Adam has taken taken up Weiden's rallying cry and gone after the "wobbling drunkard" that is the Publicis Omnicon merger.
Traction CEO Adam Kleinberg was recently interviewed by Giselle Abramovich of CMO.com on the topic of real-time marketing. A veteran blogger and speaker on the topic, Adam had some choice words to say about how real-time marketing is poised to change (and in some case maintain the status quo) the world of marketing.