What makes a good agency? Good clients.

It takes good clients to make a good advertising agency. Regardless of how much talent an ad agency may have, it is ineffective without good products and services to advertise.” (Morris Hite, Former Chairman, President & CEO, Tracy-Locke)

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Morris L. Hite, Former Chairman, President & CEO, Tracy-Locke

What a great quote from one of the ad industry’s giants. Back in the day, in the golden age of advertising, Morris Hite built Tracy- Locke into the preeminent advertising agency in the Southwest, with a client list that included Frito-Lay’s Doritos Tortilla Chips, Dr. Pepper, Haggar Slacks, Borden Dairies, Mrs. Baird’s Bakeries, Texas Instruments, Comet Rice and Imperial Sugar. Hite is a member of the Advertising Hall of Fame and you can read more about his life and career here.

Mr. Hite’s unique thinking and philosophy helped Tracy-Locke pioneer a number of distinctive accomplishments for clients. Working with E.R. Haggar, Hite coined the word “slacks” in 1940. He helped bring Elsie the Cow to life through television advertising for Borden and helped Frito-Lay build the Doritos brand.

His perspective on clients is right on the mark. Hite’s quote shows that he realized something vital to the success of any agency: we’re nothing without our clients. Good clients. Over the years at PACE, we’ve worked with a number of leading publicly traded and privately held companies across a variety of sectors – and we’ve been fortunate to work with some of the best in the business. In fact, many of our client partnerships have spanned decades – a true rarity in the world of advertising. We do well to never forget that it all begins with good clients, offering good products and services. That’s what makes a good agency. Thanks to all those we’ve had the honor to work with and serve for over 65 years now!

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Digital on the Rise

PACE_DIGITAL-MARKETING-TRENDSDigital marketing is unstoppable. The current issue of Ad Age is dubbed “The Digital Issue,” with some very interesting stories and features on the meteoric rise of digital, which they call the “unquestionable future of marketing.” At the same time, they warn that some companies and brands may be close to overdosing on it, looking at digital as the savior for any and every problem they face. Globally, 24% of ad budgets are now going to digital. But it’s still difficult to draw a direct line from digital spending to real results for most companies. What is the proper allocation? Is it an “inexpensive miracle drug” as some companies believe, or should it be treated as part of a balanced media regimen? We’re for the latter, but we encourage you to take a look at the article (“Overdose?”) on adage.com and see what you think.

A new survey from Strata, a developer of media buying and selling software, as reported on multichannel.com, provides some more fuel for the meteoric rise of digital. The survey finds that 81% of ad agencies are paying more attention to digital advertising than they were a year ago (we certainly are), and 41% expect an increase in digital ad spending during 2015. 35% of the agencies polled saying their clients are increasing their budgets from last year; that’s a 50% uptick in expectations from just two years ago. It’s a very interesting shift occurring in real time – exciting and unpredictable at the same time. Click here to see more of the survey results.

PACE_digital-marketingWhat are you seeing in crystal ball of digital marketing?