Integrated Marketing Grows Up

Can this guy sell, or what? Look at this spin on his agency’s ambidexterity.

Adweek: Mike Musachio will run TracyLocke’s Wilton, Conn., and New York offices as president and chief creative officer, the agency said.
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.”
TracyLocke chief executive Ron Askew called Musachio “a proven leader who has brought growth from new and existing clients.”

Some old-schoolers still scoff at their below-the-line cohorts. But here’s the bottom line on this argument—money talks and bullshit walks.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. Ashley Banfield called. She wants her eyeglasses back.

  2. I think what our industry needs is to knock off what is above the line and below the line. Who made this line? What falls above and below this line? What if we just took away the line?
    Not tooting my horn or anything, I was thrilled that we completed a difficult exhibit for our art museum client with the following media: table tents, newspaper ads, wild postings, direct-marketing teasers to media outlets about the exhibit, radio ads, and a interactive permanent piece. We hit our attendance. And did some cool work on all fronts.

  3. Excellent point, Jay. Let’s make it happen. No more pointless distinctions a.k.a. lines!