TXU Engages TracyLocke

BOSTON Omnicom Group’s TracyLocke in Dallas today said it was named lead agency by TXU Energy following a review.

The client, also based in Dallas, spent close to $5 million in measured media in the first quarter and more than $15 million for all of last year, per Nielsen Monitor-Plus.

Television, radio and print ads and out-of-home and online elements are part of the assignment, which covers overall brand building as well as special-offer messaging.

TXU said the agency’s ability to build consumer brands was a key factor in its victory.

TXU provides electricity and related services to more than 2 million customers in Texas. Review participants could not immediately be disclosed.

“Our collaboration brings together two companies with a deep history in the fabric of the Texas business community,” said agency CEO Ron Askew, in a statement.