iMedia 25 - 2011 West Coast Agencies to Watch

Traction's Profile

Traction

San Francisco


Traction tells a great story. Whether it's a member of the team speaking at events like SXSW, or the agency's CEO Adam Kleinberg blogging at Mashable and Huffington Post, or even a zany experiment called "The Institute of Practical Underpants," the folks at Traction are right at home in the middle of it all, which is pretty much where their clients want to be too.

To introduce Alibaba (a matchmaker service that pairs international suppliers with small businesses) to U.S. entrepreneurs, Traction created a transmedia story that presented a clear value statement to users: Find it. Make it. Sell it. -- while simultaneously serving up entertaining content in the form of branded "mockumentaries" featuring quirky characters as entrepreneurs.

Adapting that same engaging storytelling style for SalesForce Chatter, Traction created an overview of an office communications platform that likely would have been quite dull in lesser hands.

Traction is based in San Francisco. The agency has worked for Intuit, Adobe Photoshop, Virgin Mobile, and more.

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