Insights at the corner of technology and culture.

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.

The Futureproof Dinner in New York City
Friday, April 5, 2024The Futureproof Project: Driving Growth with AI

The Futureproof Project's "Driving Growth with AI" event in New York was honored to have Cezanne Huq, VP of Growth at HelloFresh join us as our special guest.

Campaign US Agency of the Year 2024 Ceremony
Thursday, March 28, 2024Traction named Talent Management Team of the Year

UPDATE: WE WON! Traction was named the Campaign US Agency of the Year in the Talent Management category.

The Futureproof Project: Generative AI
Wednesday, March 6, 2024The Futureproof Project: Savvy Marketing in the AI Era

Our latest Futureproof Project event in San Francisco, "Savvy Marketing in the AI Era," was a profound exploration of how AI reshapes our understanding of marketing, innovation, and societal norms. I had the honor of sitting down with Shiv Singh, a vanguard in the intersection of marketing and digital innovation.

Thursday, February 29, 2024Digiday Spotlights Traction's Approach to Client Service

This week, Digiday wrote a story on how Traction is revolutionizing client services with former brand-side talent and how Lauren Evans joined Traction and was promoted to lead our client service team after spending 9 years growing lululemon from a $500M to a $6B business.

People in windows of an office building at night
Monday, February 26, 2024What Can Go Wrong If AI Risk Management Isn’t Up To The Task

It’s no surprise that marketing is one of the first disciplines to embrace generative AI. In a recent State of Generative AI Survey by risk management platform Portal26, 68% of respondents in the marketing, media and sales categories believed generative AI would give their organization a significant competitive advantage.

Floating brains
Monday, February 12, 2024Mastering AI Marketing

There are 58,000 AI companies in the world today. 17,000 of them are based in the United States. That’s a lot. Marketers tend to keep up with technology more than most. I’d guess that half the people reading this are already using ChatGPT on a daily basis.

Davos, Switzerland
Sunday, January 21, 2024The Futureproof Project: Live from Davos!

Last week, I had the absolute pleasure of interviewing Tara Sharp, an extraordinary marketer, thought leader and all around inspiring woman, at an amazing "Live from Davos" virtual event for The Futureproof Project!

Tuesday, January 2, 20249 Challenges for CMOs in 2024

With the rise of GenAI and all the hoopla around it, it’s hard for marketers to see the forest from the trees. We're poised for more turbulence and disruption than ever before. Here are nine of the biggest challenges CMOs will need to navigate in 2024.

Image of textile factory today
Monday, December 18, 2023Meet the Autonomous AI Agents

Our last dinner gathering of the Futureproof was in NYC with Traction's strategic partners at The night was truly one for the books! The session gave attendees a glimpse in the next wave of innovation beyond generative AI... Autonomous AI Agents.

Adam Kleinberg on Original Digital
Wednesday, December 6, 2023Data with Heart. Tech with Humanity.

I recently had the pleasure of sharing my views with my friend Cory Treffiletti for a feature interview on his new podcast, "Original Digital," on the current state of marketing, common challenges brands face today, and advice I have for the next generation of marketing leaders. This is an industry I’ve been immersed in for over 20 years, so I’ve seen my fair share of seismic shifts.

The Futureproof Project: Generative AI
Tuesday, November 14, 2023Making AI Happen in Your Org

The Futureproof Project recently hosted two events that were all about embracing AI in the marketing world. Leading the charge at these events was Futureproof member, Sunil Subhedar, a growth marketing leader from Canva and Uber.

Man delivering packages
Tuesday, October 24, 2023CPGs: 6 Key Steps to a Successful DTC Launch

It’s no secret: e-commerce is driving a tsunami of change across the retail landscape.

A field of pixels
Tuesday, October 10, 2023The Culture Stack

Brands need to bridge the gap between technology and culture to keep pace with change. The emergence of AI will hit us like a tsunami in the coming years. The Culture Stack is the toolkit marketers will need to activate their data and penetrate culture.

Barbie Dream House
Friday, September 29, 2023The Pendulum Swings Back to Brand

Traction's Neil Cohen authored a blog post on how "The Pendulum Swings Back to Brand" in a prestigious Scandinavian trends journal, TID & Tendenser.

e-Commerce Shopping Convenience
Friday, September 22, 2023New Paths to Discovery are Transforming e-Commerce

Conversational Commerce empowered by Generative AI and the explosive rise of Retail Media Networks will forever change how you connect with customers.

The Futureproof Project: Generative AI
Thursday, August 31, 2023IBM Watson and the Future of Generative AI

Last week, Traction hosted an insightful dinner in NYC for The Futureproof Project. We were honored to have Saul J. Berman, Ph.D. as our guest speaker for the evening.

Picture of a shark
Wednesday, August 16, 2023Growing Brands with Traction

Our CEO, Adam Kleinberg, in a recent interview on the SharkPreneur podcast.

Two Subway subs in the shape of an X
Wednesday, August 2, 2023Mediapost asks Traction about Subway

Adam was asked for a comment in this MediaPost story about Subway’s “publicity stunt” ...

Image of a bunched up necktie.
Tuesday, August 1, 2023Being the Client

What I learned (again) designing Traction’s website.

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

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