TracyLocke Takes Over Palm Beach Tan

DALLAS Palm Beach Tan has selected Omnicom Group’s TracyLocke to handle its estimated $3 million account a year after hiring The Loomis Agency.

TracyLocke, with twin headquarters in Dallas and Wilton, Conn., won a shootout with co-finalist The Richards Group, a Dallas independent, sources said. Loomis, an independent in Addison, Texas, recently resigned the account it had won in September 2004, a spokesman said. Palm Beach Tan, which operates 100 salons in 18 U.S. markets, is headquartered in the Dallas suburb of Farmers Branch, Texas.

TracyLocke said it would handle planning and placement in print, radio, online and in-store materials, as well as development of all creative, promotion, partnership development, shopper insights and local store marketing initiatives. To service Palm Beach Tan, TracyLocke will utilize its in-house specialty practice units including the Launch Point, Greenlight Group, Digital Initiatives and Promotional Initiatives, the shop said.

“TracyLocke’s strategy and creative insights into the consumer and retail marketplace were on target with our brand,” said Diane Lucas, vice president of operations for Palm Beach Tan.

“More and more clients today are looking for fully integrated brand communications from agencies with a proven record in delivering seamless solutions,” said TracyLocke president Bob Chimbel. “We are thrilled to be working with a market leader like Palm Beach Tans to help take its brand to new levels of growth.”