• by Steve McClellan  @mp_mcclellan, June 27, 2013

San Francisco interactive creative agency Traction is broadening its menu of services with the launch of a media practice. It has hired Abraham Snyder to be its first media director.

Synder is tasked with establishing a media offering at the agency that will have at its core a thorough understanding of the “psychology behind audience behavior to inform innovative creative, content and other communications decisions,” the agency said.

Most recently, Synder was associate media director at the San Francisco office of AKQA, acquired by WPP last year. Earlier, he worked at Interpublic’s Universal McCann, where he was a media supervisor. Previously Synder was worldwide strategy supervisor at Omnicom Media Group and before that, he was media supervisor at Mediasmith.

Snyder has shaped media strategies for a range of clients, including Clorox, Hewlett-Packard, Alibaba.com and Sega.

Adam Kleinberg, CEO and co-founder of Traction, said the time was right for the agency to set up a media practice because many shops are “invested in teams, tools, contracts and processes that prevent them from taking advantage,” of the rapid innovation taking place in the media sector. “We are coming into the space with a strong perspective and a blank slate,” he added.

Kleinberg said Synder would be a good fit at the agency. Like others at the shop, he values "the potent nexus between technology and psychology.”  

Traction was started in 2001. Clients include Walmart, Bank of America and Adobe.

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