Dallas-based marketing agency TracyLocke has established a presence in India, representing the nearly 100-year-old agency’s first venture into the Asian market. The agency will integrate its shopper marketing expertise into a portfolio of disciplines united under the DDB Mudra Group banner in offices across the country, with headquarters in Mumbai, the company said.
"The retail industry is developing rapidly in India, making the time right for an agency like TracyLocke to bring its expertise in shopper marketing to retailers and brands that are tapping into this diverse market," said Beth Ann Kaminkow, CEO of TracyLocke. "Brands need a deep understanding of their consumers, and a smart shopper marketing program grounded in research will help guide consumers along the path to purchase."
TracyLocke India was established in partnership with DDB Mudra Group, an integrated engagement and experiential marketing agency, which has been in business in India for 31 years. TracyLocke India will be managed by Pratap Bose, chief operating officer of DDB Mudra Group, with 50 headquarters employees.
More importantly, the TracyLocke / DDB Mudra Group's retail field shopper marketing team has the ability to activate up to 10,000 marketing professionals on major shopper marketing initiatives, the company said. This army of field shopper marketers ensures optimal retail activation across India and in-store sales support, and provides real-time sales, shopper research and activation data to clients. Initial clients that will utilize TracyLocke's services include Samsung, Panasonic, Sony Ericsson and Vodafone.
With more than 1,100 employees and 36 offices, DDB Mudra Group was India's most awarded agency network at Cannes, Spikes and Abbys, among others in 2011.
"Many of our clients are doing business in Asia, so our initial presence in this region will serve as a hub for the major brands with which we work, while also enabling us to bring this skill set to clients of DDB Mudra Group," said Kaminkow. "As we build our portfolio of clients in conjunction with DDB Mudra Group, we'll look at expanding our presence on the Asian continent as it makes sense."
John Ziegler, Chairman & CEO of DDB Group Asia Pacific, India & Japan, added, "TracyLocke brings vital shopper insight and great creativity into our future. TracyLocke is one of the world's leading shopper marketing agencies. The launch in India is its entry into Asia, providing vast opportunities for the entire DDB Group Asia Pacific network."