Agency introduces compelling commerce as
strategic vision and focuses on its people as cofounders of the
agency's future
DALLAS, Aug. 9, 2022 /PRNewswire/ --
Tracy-Locke, leading commerce and communications agency, is
introducing a new brand identity centered around the belief that
there is no commerce problem in the world creativity cannot solve.
This comes on the heels of two gold and one silver Effie awards in
the Omnichannel Shopper Solution and Multi-Retailer Shopper
Solution categories, solidifying Tracy-Locke's track record of
creative innovation that uniquely positions the agency to deliver
compelling commerce to the marketplace.
As part of its people-first rebrand, the agency is reintroducing
the hyphen to its name as a symbol of its people, who are all
co-founders of the agency's future. The small-but-mighty hyphen
represents the agency's integrated yet independent approach that
fosters a creative work environment where everyone has a voice and
seat at the table.
"Our people are the driving force that bring business and
creative ideas together in ways that resonate for our clients and
the consumers they're trying to attract," said Phil Camarota, Chief Creative Officer at
Tracy-Locke. "They are dreamers, planners, artists and data gurus
who keep our agency ahead of the commerce curve."
From the very beginning, Tracy-Locke's cofounders Shelley Tracy and Raymond Locke believed they were better
together, joining forces to create The Original Commerce Agency –
one that merged Tracy's background as a grocery merchant and
Locke's expertise as a creative advertiser. This spirit of diverse
and dynamic collaboration holds true today and drives what
Tracy-Locke believes is the future of the industry – compelling
commerce.
The idea of compelling commerce carries two meanings for
Tracy-Locke: 1) Compelling the industry forward through innovation,
and 2) Creating compelling work that drives people to buy into
brands and buy products. This is seen through the end-to-end
approach Tracy-Locke takes in supporting clients from innovation to
implementation.
With a new portfolio of services, the agency is delivering more
value to brands through culturally relevant campaigns that hook
human interest and connect with diverse and niche audience
segments. Inclusive commerce is one of the agency's latest
strategic offerings, seen in the "Full of Detroit
Soul" campaign for Pepsi that strengthened the brand's
connection with the city through local artists and support of
Black-owned businesses. The campaign received a gold Effie for
Omnichannel Shopper Solution, a category in which Tracy-Locke also
earned a silver Effie for their work on the Ziploc "Functional
Fashion" program.
Creative excellence and forward thinking have been driving the
agency's strategic growth since before the official rebrand,
starting with the naming of Tina
Manikas as President last June, followed by the agency's
expanded executive leadership board.
"When we expanded our executive leadership board last year, our
focus was on four key pillars: driving strategic innovation,
compelling creative excellence, expanding client partnerships and
unifying talent-building programs," said Michael Lovegrove, Chief Executive Officer. "As
we rebrand, we're placing an even more intentional focus on these
pillars as we take care of our people, our clients and shape the
future of commerce marketing."
About Tracy-Locke:
Tracy-Locke is an
award-winning global commerce and communications agency that is
compelling the future of commerce by designing experiences that
build brands and drive conversion through empathy, technology and
an unmatched level of creativity. A pillar of the Omnicom
Commerce Group, Tracy-Locke offers full-service
capabilities ranging from innovation to implementation. Clients
include PepsiCo, SC Johnson, Kellogg's, Diageo,
Godiva, Pizza Hut, LEGO, and Samsung. For more
information, visit www.tracylocke.com.
About Omnicom Commerce Group:
Omnicom Commerce Group (OCG) is a global
community of four award-winning commerce agencies, working with
brands and retailers to offer best in class
consultancy, creativity and capability focused on driving
increased conversion and transaction. OCG's
priority is to address the need for innovative multi-channel
commerce expertise in the rapidly evolving world of retail and
shopping. OCG encompasses 1,800 people across 23
markets - for more information please visit
www.omnicomcommercegroup.com. OCG is part of
the DAS Group of Companies, a division of
Omnicom Group Inc.
(NYSE: OMC)
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SOURCE Tracy-Locke