• by Steve McClellan  @mp_mcclellan, January 18, 2022

Traction, a San Francisco-based digital agency that pivoted to become a “marketing accelerator consultancy” for in-house marketing teams, has been selected by LinkedIn to support its LinkedIn Marketing Solutions (LMS) operation.

The award continues a win streak for the agency-turned-consultant — it won assignments from eight new brands in 2021. The shop shifted into consultancy mode in 2019.

Separately Babs Rangaiah has joined the firm as Senior Partner and Head of Marketing Transformation. 

In the newly established role, Rangaiah will advise clients in the areas of digital transformation, ad-tech/martech data strategy, media strategy and the future of television.

Rangaiah was previously vice president, global communications planning & digital transformation for Unilever.

He also served as executive partner, management consulting, marketing transformation iX for IBM, and senior vice president, media, promotions & analytics for ViacomCBS. 

In addition, he founded an executive coaching practice in 2021, cc:babs, that he will continue to grow while being part of Traction.