TracyLocke Appoints Eastern President

DALLAS Mike Musachio will run TracyLocke’s Wilton, Conn., and New York offices as president and chief creative officer, the agency said.

Musachio, 42, moves up from executive vice president and CCO at the agency he joined in Wilton in 2004. His promotion comes on the heels of chief operating officer Tim Zuckert’s departure last week to run Proving Ground, an integrated media company specializing in video games and digital content.

Musachio previously worked at WPP Group’s Wonderman in New York, where he was executive creative director. Before that, he was at Leo Burnett in Chicago for eight years with clients such as Philip Morris, McDonald’s and Coca-Cola.

With twin headquarters in Dallas and Wilton, Omnicom Group’s TracyLocke is an agency that offers equal emphasis on promotion as well as traditional brand advertising, Musachio said. When the agency pitches an account, it does not distinguish between the two headquarters, he said.

“Most traditional agencies build brands, but they don’t do much to build volume,” he said. “Promotions agencies build volume, but they don’t do much to build brands. We do both.”

Although TracyLocke’s largest client remains Pepsico, the shop has recently taken on work from Kimberly-Clark, InBev and Levi’s, Musachio said. In Wilton, Musachio will supervise 75 creatives, he said.

TracyLocke chief executive Ron Askew called Musachio “a proven leader who has brought growth from new and existing clients.”