SC Johnson Goes With TracyLocke for Shopper Marketing

By Patrick Coffee 

Nine months ago, Dallas-based Omnicom marketing shop TracyLocke swiped a top executive from Geometry Global–and now they’ve taken some business from the WPP agency as well.

Last Fall we heard that Hugh Boyle–longtime veteran of the Ogilvy Action team in London and chief digital officer at Geometry in Chicago–would be heading to Texas. His move followed the departure of former CEO Beth Ann Kaminkow, who is currently global CMO of shopping center company Westfield Group, and he recorded his first big win today as SC Johnson chose TracyLocke to manage its promotions and shopper marketing worldwide.

From the client’s release via Chairman/CEO Fisk Johnson:


“We are pleased to partner with TracyLocke for our global promotions and shopper marketing programs. We look forward to working with such a talented and creative team.”

This is only the latest of SCJ’s reviews–and everything’s coming up Omnicom. Back in January the client moved its media planning account from WPP’s Maxus to Omnicom’s PHD, and in may the client sent its media buying business to the same shop.

The equation appears more stable on the creative side regarding the two shops that won SCJ from DraftFCB back in 2011: the release says that “TracyLocke will work with both of the company’s creative agencies–BBDO and Ogilvy” and that “the agency transition is expected to be complete by Fall 2015.”

So despite rumors to the contrary last Fall, the alleged “great migration” of SCJ accounts from Ogilvy to Energy BBDO has not come to pass.

Sources say the shopper marketing account is worth more than $25 million annually.