# Tracy-Locke

> Tracy-Locke is a commerce and communications agency founded in 1913 by Shelley Tracy and Raymond Locke. It combines brand strategy, shopper marketing, creative production and retail activation for consumer brands, with an AI creative brief generator now serving as an entry point to its services. Its work includes Pepsi Colachup, Pepsi’s Full of Detroit Soul and the Effie-winning Baileys ’N Brunch campaign.

- **Founded:** 1913
- **Headquarters:** Chicago, United States
- **Founders:** Shelley Tracy (Co-founder; grocery merchant background), Raymond Preston Locke (Co-founder; advertising creative)
- **Products:** Buy Design, Commerce strategy and activation, AI Creative Brief Generator, Imagination Acceleration (IA), Super Agents
- **Notable:** Pepsi Colachup won Gold in the REGGIE Small Budget Brand Activation Marketing category, defined as an overall budget below $500,000., Baileys ’N Brunch received a 2025 US Effie Bronze in Seasonal/Event, crediting Tracy-Locke and adm Group., The agency’s August 2022 announcement reported two Gold Effies and one Silver, including a Gold for Pepsi Full of Detroit Soul.

## Products & services

- **Buy Design** — Agency philosophy connecting shopper behavior, brand storytelling and retail execution.
- **Commerce strategy and activation** — Shopper insights, brand strategy, retail programs, content and omnichannel campaign execution.
- **AI Creative Brief Generator** — A public interface that structures a business challenge into an actionable creative brief; an entry point to agency services.
- **Imagination Acceleration (IA)** — AI-supported insight development and ideation within the agency workflow.
- **Super Agents** — The agency names Briefy, Signal, Conductor, Feedback, Retailor and Optimize as workflow tools for briefing, signals, coordination, iteration, retail and optimization. These are agency-described capabilities, not independently benchmarked software.

## Achievements

- Pepsi Colachup won Gold in the REGGIE Small Budget Brand Activation Marketing category, defined as an overall budget below $500,000.
- Baileys ’N Brunch received a 2025 US Effie Bronze in Seasonal/Event, crediting Tracy-Locke and adm Group.
- The agency’s August 2022 announcement reported two Gold Effies and one Silver, including a Gold for Pepsi Full of Detroit Soul.

## Latest updates

- **2026-10** — The live website, checked October 16, 2026, presents an AI Creative Brief Generator and describes an AI-native agency workflow. This is an observation date, not a launch date.
- **2025-05** — The 2025 US Effie winners list recognizes Baileys ’N Brunch with Bronze in Seasonal/Event.

## Links

- Website: https://tracylocke.com/
- LinkedIn: https://www.linkedin.com/company/tracylocke/
- Twitter/X: https://twitter.com/tracylocke
- Instagram: https://www.instagram.com/tracylocke/
- Facebook: https://facebook.com/TracyLockeAgency

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Profile page: https://yespress.io/tracy-locke
Published by YesPress — https://yespress.io
Last updated: 2026-10-16