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.
Mike_Musachio.jpg
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.”
[EMPHASIS ADDED]
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

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. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.