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After returning to the name TracyLocke as part of a repositioning effort for an agency that has been lost in a blur of identities, CEO Ed Winter is making an effort to clarify the 91-year-old Dallas shop’s mission and management.
Winter last week supplied the Omnicom Group agency’s two headquarters (Dallas and Wilton, Conn.) with their own chief operating officers, a move he said will free each to pursue new business and make decisions more autonomously.
“It was clear to me it was time to streamline the operation,” said Winter, adding that he is refocusing the agency as a “brand activation network” that specializes in promotions and creative brand building.
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