• by Richard Whitman , Columnist, August 12, 2022

Omnicom’s Tracy-Locke has introduced a new brand identity centered on the premise that there is no commerce problem creativity cannot solve.

As part of the rebranding, the agency, part of Omnicom’s Commerce Group, is reintroducing a hyphen between the two founders’ names. Shelley Tracy and Raymond Locke formed the agency in Oklahoma City in 1913, moving to Dallas a short time later. Tracy was a grocery merchant and Locke was in advertising.

The hyphen symbolizes the “people first” and “compelling commerce” branding proposition and represents what the agency says is its “integrated yet independent approach that fosters a creative work environment where everyone has a voice and seat at the table.”

The rebranding follows the agency’s recent winning of two gold and one silver Effie awards in the Omnichannel Shopper Solution and Multi-Retailer Shopper Solution categories.