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Ron Askew Created 'Rock On' Campaign at Beer Company

By Published on .

NEW YORK (Adage.com) -- Omnicom Group's integrated marketing agency TracyLocke has hired former Coors Brewing Co. chief marketing officer as CEO, the agency said in a statement.
Related Story:
Flagship Coors Light Product to Post Second-Straight Annual Sales Decline

Replaces Ed Winter
Ron Askew will replace current CEO Ed Winter, who will stay on as chairman and work with senior clients. Mr. Askew will be based in the agency’s Dallas office and assumes day-to-day responsibilities July 5.

Mr. Askew left Coors in late 2004 amid falling sales for the beer maker. His four-year stint there was marked by the rock music- and bikini-fueled “Rock On” campaign for the Coors Light brand.

Where he got his start
He began his career as a summer intern at TracyLocke in 1975 and 1976 and joined client PepsiCo’s Frito Lay a year later. In 1993, he launched the Integer Agency to serve Coors, eventually selling to Omnicom Group. He joined Coors in 2001.

TracyLocke’s account roster includes PepsiCo, Hasbro, AOL and 7-Eleven, which is currently in review. The agency works in a variety of disciplines, from advertising to point-of-sale promotions, and recently picked up promotional duties for brewer Rolling Rock.

The agency has undergone a number of incarnations in its lifetime. Its list of names includes TLP and the TL Partnership, as well as TLP-Tracy Locke Partnership.

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