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)
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!