And Now, a Quick TracyLocke Update, from Dallas to SoHo

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By Kiran Aditham

We’ve received some clarification and confirmation on an assortment of tips that have been coming through the Spy line over the past month regarding Dallas-based agency, TracyLocke. From what we’ve been told by the powers that be, TL has indeed parted ways with Dallas managing executive creative director Dino de Leon after 18 months and in turn elevated ECD Michael Piekarski (who has led creative for clients including 7-Eleven) in said office.

On the non-staffing-related tip, we’ve received confirmation that as part of its ongoing effort to ramp up its digital department, specifically in its NYC office, TracyLocke has moved basically all of its Pepsi and Mountain Dew digital work to said branch, which is housed in SoHo. In addition, we’ve received word that TL’s SoHo office has also won digital business for the Mentos and Airheads gum/candy brands, which are made by Perfetti Van Melle. We’ve haven’t received specs on this piece of new biz, but we’ve been told that it will ”┬áimpact existing relationships” and from TracyLocke’s end, the agency’s win is “not just for assignments” and the work will go “broader [than] just digital.”