Opinion


A street scene in New Orleans
Monday, March 13, 2023The Big Not So Easy: The State of Media Buying Today

Over 300 people showed up in New Orleans for the Digiday Media Buying Summit last week.

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Thursday, January 5, 20237 Challenges for CMOs in 2023

Marketing is in a time of rapid evolution. Get out your bitters and soda, because we are full-on experiencing the post-COVID hangover.

Woman holding sparkler
Tuesday, January 3, 2023Start with 'Who,' Rather Than 'Why'

Traction consultant Michael Baer shares his latest thoughts on marketing in a recent MediaPost article. Mike suggests starting with asking "who?" even before you start asking "why?"

Picture of shopping cart coming out of a mobile phone
Saturday, December 3, 2022The Perfect Storm for Retail

The retail industry is getting turned upside down. A confluence of massive shifts are swirling around in the air, and creating a perfect storm that is sure to create massive upheaval over the next couple of years.

Screenshot of the Figma homepage
Monday, September 19, 2022Why Adobe Had to Buy Figma

Adobe just paid an eye-popping $20 billion for Figma, a company some people are hardly familiar with. Many may be scratching their heads, wondering ‘WTF?’

close-up of hands doing tai chi
Tuesday, August 9, 2022Traction Practices Tai Chi for Business

You’ve probably seen people practicing Tai Chi in the park and seen it touted as a meditation and wellness practice. But the principles of Tai Chi can also apply to business.

crowd holding up hands in the shape of hearts
Thursday, July 7, 2022Embrace Corporate Social Accountability

Consumers prefer brands that do actually good things, not brands that simply inject themselves into conversations.

photo of Half Dome in Yosemite National Park
Friday, December 3, 20216 Challenges for CMOs in 2022

Soaring inflation, the supply chain crisis and the ongoing pandemic will provide a backdrop as marketers tackle challenges and opportunities from cookie deprecation to the Great Resignation to the rise of the Metaverse.

Friday, June 19, 2020Purpose, Politics and #blacklivesmatter

Yesterday, leaders from Audi, Kellogg, FabFitFun, CMRA, Saxx Underwear and Applegate Farms joined us for a conversation about how brands can navigate purpose, politics and disruption.

Monday, June 1, 20202 Million Days of Action

Almost three years ago, Traction introduced an HR policy called Days of Action, giving our employees two days of paid leave to participate in our democracy however they see fit.

green beans
Monday, April 13, 2020Finding Silver Linings in a Downturn

Last Friday, Traction hosted a Roundtable Zoom session with a group of CMOs and other senior marketers from brands big and small to discuss the challenges and opportunities of finding a silver lining in a downturn.

picture of Shake Shack dinner
Friday, September 20, 2019CX is the New Black

A 2014 Gartner survey suggests that "89% of companies expect to compete mostly on the basis of customer experience, versus 36% four years ago." That is an astounding shift.

Tuesday, May 7, 2019Purposeful Design: Co-create Website & Content

Over the years, Traction has designed many engaging and useful websites for our clients. Quite often we use existing website content as the starting point when designing the new site.

close-up of Ben Franklin's eye
Friday, March 29, 2019Considerations for your Banking Content Strategy

Trust in the financial services sector fell 20 points in 2018, according to the 2018 Edelman Trust Barometer.

Tuesday, March 19, 2019A Millennial POV: Brands on Twitter

Ah, millennials. The elusive generation that’s “killing” every industry. At least, that’s what casual dining chains, the housing market, department stores, the diamond industry, and many more capitalist darlings would have you believe.

healthy foods
Thursday, March 14, 2019Lessons for CPGs from Expo West

Over 80,000 people convened to get business done in the 1.6 million square foot Anaheim Convention Center (that’s 28 football fields if you’re counting).

Friday, February 22, 20194 Ways B2B Marketers Sabotage Results

In many respects, business-to-business marketers are among the world’s most savvy.

woman with laptop
Tuesday, January 15, 2019Closing the Gap between Commerce & Content

Google recently looked at thousands of users’ clickstream data. What did they find?

cliffs at Rancho Palos Verdes, CA
Tuesday, December 11, 2018The Role of Cognitive Dissonance in Advertising

Adam Kleinberg recounts how many of his clients ask the difficult question of whether they should get involved with politics, and the answer is never an easy one.

Man delivering packages
Monday, November 19, 2018CPGs: 6 Key Steps to a Successful DTC Launch

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

building at night
Thursday, September 27, 2018Assessing the Industry Titans

An armchair analysis of the strategies being put forth by WPP's New CEO Mark Read and ex-CEO Martin Sorrell.

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

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