Omnicom Commerce Group
- Company typePrivate
- Founded-
- HeadquartersMadison, United States
- Headcount1,001–5,000
- GTM typeB2B
- OfferingServices
Omnicom Commerce Group firmographics
Firmographics- Name
- Omnicom Commerce Group
- Legal name
- Tracy-Locke
- Website
- https://omnicomcommercegroup.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Ownership category
- akta.pro rank
Omnicom Commerce Group industry classification
Industry- Product category
- Creative & Commerce Agency Services
- NAICS
- Graphic Design Services (541430)
- SIC
- Services-Advertising Agencies (7311)
- akta.pro primary industry
- Omnichannel Commerce & Click-and-Collect Platforms (BPAMAGAL)
Keywords
Where Omnicom Commerce Group is headquartered
LocationHeadquarters
- HQ city
- Madison
- HQ country
- United States
- HQ region
- North America
Markets served
Omnicom Commerce Group business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Creative Agency Services: Full-service creative and commerce agency fees including brand strategy, creative development, retail activation, and campaign management. Revenue likely derives from project fees, retainers, and/or hourly billing for brand and commerce services.
Go-to-market motion2 records
Distribution channels1 record
Marketing channels3 records
Omnicom Commerce Group product offering
Product offeringCore offering
Omnicom Commerce Group (Tracy-Locke) is an AI-native commerce agency that provides brand strategy, creative development, retail activation, and campaign management services to enterprise consumer brands. Its offering combines the Buy Design creative philosophy, Imagination Acceleration (IA), and six proprietary AI Super Agents to convert business challenges into structured briefs and full commerce campaigns spanning food & beverage, spirits, QSR, and retail. The AI Creative Brief Generator on the website serves as the front-door self-serve interface into the agency's workflow.
Product overview
Tracy-Locke operates as an AI-native commerce agency offering a unified platform centered on its AI Creative Brief Generator as the primary client-facing product. The platform is structured around an Intake → Create → Activate workflow supported by six proprietary Super Agents (Briefy, Signal, Conductor, Feedback, Retailor, and Optimize) that contribute intelligence at different stages. The agency's services are grounded in the Buy Design philosophy and powered by Imagination Acceleration (IA), which together ensure creativity is engineered to sell. Clients can move from a single creative brief to a full agency-of-record relationship, with downloadable briefs enabling internal alignment and stakeholder reviews. The portfolio spans food & beverage, spirits & beer, QSR & restaurants, retail, health/wellness, and cannabis/emerging categories.
Differentiator
Problem solved
Functional benefit
Brands
- AI Creative Brief Generator: AI-powered tool that transforms business challenges into structured, actionable creative briefs using the Intake → Create → Activate framework
- Buy Design
- IA (Imagination Acceleration)
- Super Agents (Briefy, Signal, Conductor, Feedback, Retailor, Optimize)
Products and services
- AI Creative Brief Generator Web-based AI tool that converts user-described business problems, brand challenges, retail opportunities, and category tensions into structured creative briefs with problem statement, audience definition, insights, strategic approach, and measurement considerations. Targeted at brand managers, CMOs, VPs of Marketing, and shopper/retail teams evaluating the agency.
- Brand Strategy Services Strategic brand positioning, portfolio strategy, go-to-market launch planning, and brand extension consulting for enterprise consumer brands. Delivered as part of agency-of-record engagements.
- Creative Development Services Full-service creative concepting, campaign development, and content production for omnichannel shopper journeys across shelf, screen, social, retail media, social commerce, and e-commerce. Includes tentpole and seasonal campaigns tied to retail windows.
- Retail Activation Services Commerce and shopper marketing services that architect retail programs across big-box, club, grocery, convenience, and specialty retailers, integrating on-premise, off-premise, digital, and physical execution.
- Campaign Management Services End-to-end campaign management including media alignment, retail calendar activation, and continuous optimization of in-market campaigns using AI + human review.
Companies that use Omnicom Commerce Group
Customer profileNamed customers24 records
Segments10 records
Ideal customer profiles5 records
Omnicom Commerce Group technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability5 records
Feature9 records
Omnicom Commerce Group partnerships and signals
Strategic signalScale indicators1 record
Recent moves4 records
Omnicom Commerce Group competitors and assessment
Company assessmentDirect peers
- GALE: Independent commerce and brand creative agency focused on omnichannel retail, shopper marketing and media. Closely comparable because GALE's positioning on 'brand-to-demand' commerce mirrors Tracy-Locke's Buy Design philosophy.
- Dentsu Creative: Dentsu's global creative network built around integrated brand and commerce. Comparable in client overlap (CPG, beverage, retail) and its own investments in AI-augmented creative workflows.
- R/GA: IPG-owned creative and innovation agency that pairs brand work with technology-driven commerce solutions. Comparable in its hybrid model of creativity, technology platforms and retail/CPG client focus.
- McCann Worldgroup: Interpublic-owned global creative network with deep CPG, QSR and spirits mandates. Comparable because it competes with Tracy-Locke for enterprise AOR reviews across the same verticals and geographies.
- Leo Burnett: Publicis-owned creative agency with strong food, beverage and CPG heritage. Comparable because its brand-building credentials and client roster (PepsiCo, Kellogg's, P&G adjacencies) overlap directly with Tracy-Locke's.
- Deutsch: IPG-owned creative agency with deep retail and CPG expertise (Target, P&G history). Comparable because its retail-fluent, commerce-aware creative model parallels Tracy-Locke's Buy Design positioning.
- VMLY&R: Global commerce and brand creative agency within WPP. Directly comparable because VMLY&R also combines brand-building with retail/commerce activation for the same enterprise CPG, QSR and retail clients that Tracy-Locke serves.
Emerging players
- Pencil: AI-native creative generation platform for ads and commerce content. Comparable as an emerging threat that automates the brief-to-creative workflow Tracy-Locke is positioning its Super Agents against.
Broad incumbents
- Ogilvy: WPP-owned global advertising network offering brand, commerce, PR and experience. Comparable as a broader incumbent in the same enterprise creative space where Tracy-Locke competes for AOR mandates.
- Havas Creative: Havas Group's integrated creative network serving CPG, beverage and retail clients globally. Comparable as a holding-company competitor pursuing integrated brand + commerce mandates.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Omnicom Commerce Group social profiles
Digital presenceOmnicom Commerce Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Omnicom Commerce Group leadership team
Management profileNumber of profiles
Omnicom Commerce Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Omnicom Commerce Group M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Omnicom Commerce Group
What does Omnicom Commerce Group do?
Omnicom Commerce Group (Tracy-Locke) is an AI-native commerce agency that provides brand strategy, creative development, retail activation, and campaign management services to enterprise consumer brands. Its offering combines the Buy Design creative philosophy, Imagination Acceleration (IA), and six proprietary AI Super Agents to convert business challenges into structured briefs and full commerce campaigns spanning food & beverage, spirits, QSR, and retail. The AI Creative Brief Generator on the website serves as the front-door self-serve interface into the agency's workflow.
When was Omnicom Commerce Group founded?
Omnicom Commerce Group was founded in -1. It employs 1,001 to 5,000 people.
Where is Omnicom Commerce Group based?
Omnicom Commerce Group is headquartered in Madison, United States, in the North America region.
How does Omnicom Commerce Group make money?
One revenue line is on record: creative Agency Services.
Who are Omnicom Commerce Group's main competitors?
Direct peers on record are GALE, Dentsu Creative, R/GA, McCann Worldgroup, Leo Burnett, Deutsch and VMLY&R. Pencil is listed as an emerging player. Broad incumbents are Ogilvy and Havas Creative.
Does Omnicom Commerce Group have an API?
No public API is recorded for Omnicom Commerce Group.
What industry is Omnicom Commerce Group in?
Omnicom Commerce Group's product category is Creative & Commerce Agency Services. Its primary akta.pro industry code is BPAMAGAL, Omnichannel Commerce & Click-and-Collect Platforms. Its NAICS code is 541430 and its SIC code is 7311.