SAN FRANCISCO, CA -- June 22, 2007
San Francisco creative agency, Traction, was recently selected by Livescribe to help launch its revolutionary smartpen and paper-based computing platform in Q4. Livescribe's platform was officially unveiled to the public on May 29 at the D5 Conference (D: All Things Digital) in Carlsbad, Calif. by company Founder and CEO Jim Marrgraff. He described the platform, "The basic modes of human communication--reading, writing, speaking listening--are enhanced by Livescribe with a completely intuitive, portable, low-cost tool. A smartpen that captures your notes, records what you hear, solves your math problems, translates languages, and sends handwritten emails is extraordinary to experience. It is the harbinger of a new era of mobile computing." The Livescribe platform quite literally "turns your paper on." By synching audio with what is written, words on paper become clickable objects with contextual audio attached. Traction was selected to help launch the Livescribe smartpen in the consumer market because of its track record of success and unique marketing approach to designing brand experiences. "Traction has already demonstrated a deep understanding of our first target market (college students) and helped to develop a plan to connect with them by integrating multiple channels of communication in a creative and meaningful way." "Traction is not your traditional agency, much like Livescribe is not your traditional computing device," added Adam Kleinberg, CEO and Founder of Traction. "We actually design communications in a holistic matter so we use the most creative and appropriate marketing tools possible. This often means embracing emerging media options as the cornerstone of a campaign, not as appendages. When approached by Livescribe, we knew we would be a perfect fit." In preparation for the D5 Conference, Traction helped design and develop the Livescribe.com Web site--a corporate identity site devoted to voicing the Livescribe paper-based computing platform. In a partnership with San Francisco-based video production gurus, Elastic Creative, Traction also directed the production of a video to support Livescribe's company launch. Traction, headed by a group of individuals with backgrounds in advertising, marketing and technology, has a long list and wide variety of past and present high profile clients including Virgin Mobile, ZoneAlarm, Macromedia, Plantronics, LightFull Foods, Sun and SAP. Adding Livescribe to this list, a company with innovative solutions that enhance personal productivity, learning, communication and creative expression for anyone who writes with pen and paper, further extends Traction's spectrum of clients. Traction beat out four other creative agencies to be the primary advertising agency for the Livescribe brand.
