Tracy Locke (US)

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Tracy Locke is a well-established US-based marketing services agency, with particular strengths in promotional and shopper marketing. It is owned by Omnicom and aligned primarily with the DDB network. A Canadian outpost opened in 2015 following the rebranding of what was previously Shopper DDB. Tracy Locke is perhaps best known for its work for the PepsiCo food and snacks portfolio. Frito-Lay has been a client for more than 60 years. There are now seven US offices, and a growing international footprint. The business was founded in 1913 by Shelly Tracy and Raymond Locke as an advertising agency. It is credited with creating the new name "7-Eleven" for a convenience store chain that was until then called "Tote'm" and coined the term "slacks" for Haggar's casual trousers. The business was acquired by BBDO in 1982, and was later merged into DDB's Dallas office following the creation of Omnicom. It was spun out as a separate agency again in 1996, readopting the Tracy Locke name. Former Geometry Global executive Hugh Boyle succeeded Beth Ann Kaminkow as CEO in 2014. Advertising Age estimated US revenues of $133m in 2017. Subscribers may access account assignments and contact information. The searchable account assignments database is available to full subscribers to premium services. Click here to access Adbrands account assignments (subscribers only); or see here for information on how to subscribe.

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Capsule checked 28th September 2018

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