Sep 25, 2013, 09:30 ET
DALLAS, Sept. 25, 2013 /PRNewswire/ -- These iconic terms - slacks, 7-Eleven and Dallas metroplex – have one thing in common: they were all coined by the creative business minds at TracyLocke, the Dallas-based global agency that is celebrating its 100th anniversary this year.
TracyLocke is one of only six agencies in the U.S. to achieve 100 years of service and has survived and thrived through the Great Depression, two world wars, flavor-of-the-month trends and countless industry upheavals. In in the past 100 years TracyLocke has…
- Given 7-Eleven, Inc. its name in 1946 – designed, at the time, to highlight its then-unique hours of operation.
- Created the term "slacks" – a term developed by Advertising Hall of Fame inductee and former TracyLocke CEO Morris Hite to identify Haagar's new approach to trousers and "slack time."
- Developed Borden's Elsie the Cow – which was named one of the Top 10 icons of the 20thcentury by Advertising Age magazine.
- Maintained multi-decade engagements with iconic brands – Frito-Lay (58 years), Imperial Sugar (65), Mrs. Baird's Bread (50), Conoco Oil (34), PepsiCo (35+), and Pizza Hut (15+).
- Coined "metroplex" in the 1960s – created to describe fast-growing, multi-faceted Dallas. In addition, the agency was instrumental in bringing DFW Airport to the area.
- Put Dr Pepper on the map – with the legendary "Dr Pepper Time" campaign that highlighted 10, 2 and 4 o'clock as times when consumers would need an energy boost, making TracyLocke one of the first in the industry to utilize day part marketing.
- Launched iTunes with iconic Pepsi Campaign – in 2005, leveraging Beyonce, launched a national promotion where everyone was a winner of an iTunes song download.
On Friday, September 27, the agency will celebrate its legacy – and bright future – with a centennial celebration at The Dallas Museum of Art. The event will reunite hundreds of employees and clients from the past and present. Scheduled to attend the celebration are corporate CEOs, industry executives and prominent business leaders from across the country.
"We are very proud of our work, our clients and our century of service," said TracyLocke President and CEO Beth Ann Kaminkow, the agency's first female CEO. "The key factor in keeping the work vibrant, vital and relevant is a never-wavering emphasis on how best to turn consumers and shoppers into buyers of brands. We see this milestone not as a finish line but a rally cry to be more relevant today than ever before."
In its 100-year history, TracyLocke has evolved from a traditional ad agency to an "engagement marketing" firm seeking to strategically bring consumers closer to brands. Today, fueled by a methodology called "Buy Design," TracyLocke continues to build on the agency's longstanding focus – and has evolved into one of the world's leading integrated marketing agencies. TracyLocke strives to design smart, creative and innovative content and experiences that get consumers to engage with and buy brands.
The agency was founded in 1913, in Oklahoma City, Okla., by Shelly Tracy and Raymond Locke. It moved its headquarters to Dallas in 1917 and has remained there ever since. In 1982, TracyLocke officially became part of Omnicom Group Inc.
Creating content and experiences that turn consumers into shoppers has been TracyLocke's timeless mission for the last 100 years. Combining knowledge and understanding of how and why people buy with a unique approach to creativity, TracyLocke is able to constantly re-imagine retail through a process called Buy Design. The agency's integrated marketing capabilities include advertising, promotional experiences, shopper marketing, digital, media planning and buying, analytics and sports marketing. Clients include PepsiCo Beverages, Pizza Hut, Samsung, 7-Eleven, HP, Reebok and more. Part of Omnicom Group Inc. (NYSE: OMC), the award-winning agency has primary offices in Dallas; Wilton, Conn.; Bentonville, Ark.; and New York; and field offices across the United States. For more information, visit TracyLocke's website at tracylocke.com.
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