Meet the teamAdam Kleinberg

CEO. Thought Leader. Bonsai pruner.

Adam Kleinberg

Adam Kleinberg

Born and raised in New York, Adam bought a one way ticket to California after graduating from Cornell. From an early age, he was attracted to art and technology— programming video games on a PET computer in 6th grade — so the exploding digital scene in 1996 San Francisco felt like home.

In the entrepreneurial spirit, he bought a book on Photoshop and declared himself a web designer. After a few years at a handful of agencies, he had officially earned the title. In 1997, he was blogging before the word “blog” was coined. In 1998, he was the resident Flash guy at Think New Ideas, a hot integrated agency. In 2000, he was recruited to help start the SF office of Tribal DDB.

Adam and his partners founded Traction in 2001 (in the spare bedroom of his apartment) on the principle that doing great work is easier with talented people you like and admire. Twenty great years of collaboration with some of the world's greatest brands have borne out that philosophy.

In 2019, he led the transformation of Traction into a marketing accelerator to better serve the needs of brands in today's fast-paced, data-driven environment. He plays a hands-on strategic role with Traction's clients to help ensure that their business objectives are aligned with the needs, desires and behaviors of their customers.

A prolific writer, Adam has spoken at dozens of industry conferences around the world and published over one hundred articles in industry publications such as Adweek, Ad Age, Forbes, Entrepreneur, Mashable, and others. In 2013, he was a MediaPost All-Star, an award given to the three most influential digital creatives in the US each year. He is an amateur bonsai artist and can occasionally be found at Lake Merritt in Oakland practicing tai chi.

Recent articles
Tuesday, June 11, 202410 Key Takeaways from Traction's ANA AI Forum Presentation

In the rapidly evolving world of business, AI has become a transformative force. Many companies have individuals experimenting with AI tools, but few have a cohesive strategy or framework for seamless adoption across their organization. This morning, Traction presented our "Futureproof Framework" for AI Adoption to the ANA AI Forum committee, offering invaluable insights on how businesses can effectively integrate AI into their operations.

The rising tension between CMOs and other C-suite roles as they grapple with rapid marketing demands and slower technology implementation timelines.
Thursday, May 23, 2024It’s High Time for a CMO Rebrand

In an article for the ANA Industry Insights report, our CEO, Adam Kleinberg, examines the perceived declining relevance of the CMO role amid high-profile departures and evolving mar-tech demands. He discusses how the need for rapid marketing results clashes with slow tech implementations, suggesting a rebrand of the marketing leadership role to better align with modern business needs.

an empty frame and rays of lights shining on it from a window
Tuesday, May 7, 2024The Futureproof Project: An AI Framework to Achieve “Holy cow, that's amazing!"

We had the pleasure of sitting down with the newest member of our liquid workforce, Steve Pratt, co-founder of and Infosys Consulting and a two-time “Top 25 Consultants in the World” honoree.

Core Team
Garrett Lawrence
Garrett LawrenceHead of B2B
Kristen Bergman
Kristen BergmanClient Partner
Reyna Wright
Reyna WrightSocial Media
Chelsea Huber
Chelsea HuberProgram Manager

Traction is a new breed of marketing agency and consultancy—a marketing accelerator for brands and their in-house teams.

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