Shopper Marketing - April 2017 - 80

WHO'S WHO | IN SHOPPER MARKETING AGENCIES

TRACYLOCKE: MIKE LOVEGROVE, President &

Chief Creative Officer

C

onventional wisdom says clients of creative agencies need to ask themselves
whether they want their projects completed quickly, thoroughly or inexpensively,
and then pick two out of the three, says Mike
Lovegrove, president and chief creative officer
of shopper marketing agency TracyLocke. But,
those clients are increasingly unwilling to sacrifice any of the options. "We're at a point today
where clients expect great content and design
no matter what the price," Lovegrove says. "We
have photographers, we have motion editors,
we have virtual reality people on staff. We're
able to create things at the speed of retail."
A lifer at TracyLocke since his career began
more than 15 years ago, Lovegrove has worked

80

y SHOPPER MARKETING APRIL 2017

Photo by Ryan & Jasmin Manning

his way through various creative teams to his
current leadership role. "For me, as a creative,
it's a really exciting time to be part of shopper
marketing," he says. "I grew up in this business.
I didn't work at an ad agency and then end up
in a shopper marketing agency."
Lovegrove did work for a while at convenience stores owned by his uncle, which gave
him familiarity with the grocery business and
commerce in general, and how the different
pieces of marketing intersect.
TracyLocke used terms like "customer marketing" and "retail marketing" in the past, but
by the beginning of this decade the concept
of shopper marketing had crystallized and the
agency built its structure of teams in that spirit,



Table of Contents for the Digital Edition of Shopper Marketing - April 2017

Contents
Shopper Marketing - April 2017 - Intro
Shopper Marketing - April 2017 - 1
Shopper Marketing - April 2017 - 2
Shopper Marketing - April 2017 - 3
Shopper Marketing - April 2017 - Contents
Shopper Marketing - April 2017 - 5
Shopper Marketing - April 2017 - 6
Shopper Marketing - April 2017 - 7
Shopper Marketing - April 2017 - 8
Shopper Marketing - April 2017 - 9
Shopper Marketing - April 2017 - 10
Shopper Marketing - April 2017 - 11
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