Dallas-based agency Tracy-Locke is rethinking what an agency website should be. Instead of leading with case studies or portfolio work, the agency’s new site opens with a simple invitation: write an AI prompt. In a recent conversation, CEO Michael Lovegrove said the goal was to create a website that reflects how agencies and clients work today fast, collaborative, and focused on momentum instead of nostalgia.
Lovegrove describes many traditional agency sites as “digital trophy cases,” showcasing work created months or years ago under conditions that may no longer exist. Tracy-Locke wanted something more dynamic. The platform is centered around what the agency calls “IA” imagination acceleration, insight acceleration, and intelligence acceleration, using AI to speed up creative thinking and turn ideas into action faster.
The experience is intentionally interactive. Visitors can ask questions about retail launches, brand storytelling, conversion, or category shifts, with the site designed to move conversations forward rather than simply showcase past work. “It’s not trying to impress you,” Lovegrove explained. “It’s trying to help.”
According to Lovegrove, the site is built for CMOs, founders, and marketing leaders who feel the urgency of today’s business climate and need faster solutions with less wasted time. “It’s not a site for browsing,” he said. “It’s a site for momentum.”
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