Tagged 'traction'

Trends with Traction: Consumable Value

Posted by Adam Kleinberg on July 16th, 2010 at 5:08 pm

... if you're a CMO charged with growing a brand, clearly your digital strategy is an important part of the picture. But you know the answer is not simply a new website or a marginally lower cost per click.

How will you escape commoditization?

Trends with Traction: Below the Belt is on the Rise

Posted by Adam Kleinberg on February 26th, 2010 at 12:00 am

Gentlemen… do you have dirty balls? I mean you clean them, but do you really clean them enough?
Planting this lingering doubt is more than just a provocative trick I've concocted to get you to read on. It is the marketing strategy that Axe has devised to compel millions of young men across the globe to shell out a few bucks for a new product called the Axe Detailer that helps you… well, clean your balls.
Take a look…

If you're uptight, you may find the video Axe put out to be offensive. If you're not, you'll note that this video is hysterical. If you're nineteen, you might be in your car on the way to Target to pick one up.
Success requires a skillful touch. No, not on your balls. In your creative department.
Axe is not the first brand to push the boundaries of "good taste," speak to a consumer on their own terms, and be shockingly awesome. Advertising has... Read more

How to have happy accidents

Posted by Adam Kleinberg on August 14th, 2009 at 12:00 am

No, this is not a blog post about potty training (although that is a subject I know intimately).
Last night I had nothing to say, so I tweeted: "What should I write a blog post about?"
@Ray_anne responded:
@adamkleinberg write about accidents in life that turn out to be blessings...
So accidentally, here I am writing this post. A blessing? Maybe, maybe not. But I do believe that not only can accidents turn out to be blessings, there's a lot you can do to make sure that comes true.
My background in the ad agency business is on the creative side. As a designer, I've always seen my job as sculpting little accidents into solutions to creative challenges. To me, this is what the creative process is all about. Tiny experiments based on a framework of intuition, experience and common sense.
It's this framework that is the key.
When the economy collapsed and Theo and I got laid off from Tribal DDB in 2001—one year after being recruited to start their San Francisco office—that was an accident.
We thought we could create something better, so we started Traction. Now, BtoB Mag says we're the #1 interactive agency in the country.... Read more

Chinese ecommerce giant storms US with $30 mil. ad campaign

Posted by Mario Sgambelluri on August 10th, 2009 at 12:00 am

Alibaba.com is one of those biggest-websites-you've-never-heard of, but you'll probably be hearing about them pretty soon following a $30 mil. ad blitz (orchestrated by San Francisco ad shop Traction) that kicked off Sunday. (Marketplace) "China's corporate giant of e-commerce" is looking to expand its $432 million dollar revenue base with a multimedia campaign (TV, print, digital) targeting small business owners and other entrepreneurs in the US (just 1.3 of the site's 8.6 million registered users are here). (Wall Street Journal)
At the core of the campaign is success.alibaba.com, a minisite featuring three catchy mockumentaries. There's also a deep well of training resources and local event listings to get you into the entrepreneurial swing.