Traction, Lenovo Featured in AgencySpy
By Adam Kleinberg
Traction's campaign for Lenovo has been getting noticed.
First it was covered in an AdAge Best Practices feature on How to Tailer Content to the Customer Journey . It's also been picked up in Creativity and now it's been featured in AdWeek's AgencySpy blog in a story called Traction, Lenovo Know How You Really Treat Your Laptop .
Writer, Erik Oster's review of the work describes the one video as "a humorous and memorable way to highlight Lenovo's biggest selling points, toughness and durability, with the comedic timing spot on. It should especially resonate with viewers who see more than a little bit of themselves in Jane."
That is exactly what we were trying to achieve! Thanks, Erik.
Adam Kleinberg has been CEO and a founding partner of Traction since 2001. He has written over 100 articles in publications like AdAge, Adweek, Fast Company, Forbes, Mashable and Digiday and spoken at dozens of industry conferences. He's led Traction to win Agency of the Year awards from AdAge, ANA B2 Awards, CampaignUS, and in 2025, he was recognized as one of the Campaign 40 Over 40 game-changers in marketing and advertising.
At Traction, we are very happy today. Not only because we get to work at this great little agency with great co-workers and great clients, but because we get to do all this in the Bay Area, home of the greatest basketball team in all the land!
This morning I was invited to speak on advanced mobile strategy at the Mobile Marketing Strategies Summit here in San Francisco.
In order to maintain competitive advantage, brands must create compelling experiences at every single touch point. And stories are a great way to do that.