TLP Hires Merkel as Promotional Director

DALLAS Bobbi Merkel has returned to Tracy Locke Partnership as director of promotional initiatives.

In the newly created position, Merkel, 51, will work across a range of accounts to strengthen the agency’s promotional capabilities. She reports to TLP president and chief creative officer Robert Chimbel.

“I am going to embed into teams and work with them to deliver promotions,” Merkel said. She will collaborate with teams in both Dallas and Wilton, Conn., where most of the shop’s promotional work is handled.

Merkel joins the Dallas Omnicom agency from promotional shop Einson Freeman in Chicago, where was she was managing partner and worked with clients like Kraft, Blockbuster and Ford.

The new post marks a return to Dallas for Merkel, who founded The Marketing Continuum in 1984, which is now owned by Hawkeye Communications and is called Hawkeye|FFWD.

Merkel has also worked at TLP before—in 1981 she began a promotional marketing group at the agency with Gary VonKennel, who now serves as chairman of the shop. From 1996 to 2000, she served as vice president of marketing and brand development for Boston Beer Co., brewer of Sam Adams.