Shelley Tracy and Raymond Locke form Southwestern Advertising Agency, known today as TracyLocke, in
Over 100 Years Buy Design
TracyLocke wins Dr. Pepper and creates the first daypart marketing campaign, “Drink a Bite to Eat at 10, 2 and 4 O'Clock.”
TracyLocke helps create Borden's mascot, Elsie the Cow, later named one of the top 10 icons of the 20th century by Advertising Age. Borden was a client for 77 years.
TracyLocke revolutionizes the apparel industry, inventing a whole new category of casual pants dubbed “slacks” for our client Haggar.
The chain formerly known as Tote'm is rebranded to 7-Eleven, a reference to the store's then-expanded hours of operation. The new identity helped propel 7-Eleven to success, now with over 64,000 locations worldwide.
After half a century, TracyLocke serves some of the nation's top companies and has 20 clients, eight of which were the largest-selling brands in Texas at the time.
Frito-Lay, one of TracyLocke's biggest clients, introduces a new snack. TracyLocke names it Tostitos, and they're still on shelves – and at parties everywhere – today.
Current Dallas Mayor Mike Rawlings becomes the 6th chairman and CEO of TracyLocke.
TracyLocke and Pepsi team up to give away over $100 million in free merchandise through the wildly successful Pepsi Stuff promotion.
TracyLocke's legendary CEO, Morris Hite, is inducted into the American Advertising Federation's Advertising Hall of Fame.
TracyLocke expands to the Northeast, temporarily opening up shop in a barn. Since then, we've moved off the farm into our home, with over 200 employees working on a variety of world-class brands.
TracyLocke puts Pepsi and Apple together to help launch iTunes with one of the biggest promotions in music history.
With the popularity of Texas Hold ‘Em on the rise, TracyLocke rebranded the World Series of Poker when it moved to Harrah's Casinos, creating the logo and developing their brand identity.
To promote The Simpsons Movie, TracyLocke transforms 7-Eleven stores into real-life Kwik-E-Marts, bringing The Simpsons world to the real world. It becomes one of the top ten promotions of the decade.
Shelley Tracy and Raymond Locke are inducted into the Southwest Advertising Hall of Fame. Former CEO and current Dallas Mayor Mike Rawlings is also inducted.
TracyLocke celebrates 100 years of success. Thousands of current and former employees and clients gather at the Dallas Museum of Art to toast another 100 years of exceptional work and partnership.
TracyLocke opens its third flagship office in the U.S. with over 100 employees in Chicago, IL.