Business Details
33 Years
experience
Your Trusted Partner for Brand Loyalty Solutions
The Lacek Group has been pioneering brand devotion strategies since 1993, combining data-driven insights with creative innovation to build lasting customer relationships. Our approach integrates advanced analytics, customer experience design, and loyalty program development to deliver measurable ROI for global brands. With a team of over 300 professionals, we specialize in transforming disconnected customer interactions into cohesive, emotionally resonant brand journeys across industries like travel, healthcare, and retail.Our proprietary frameworks for personalization and customer value management enable businesses to adapt to evolving consumer expectations while maintaining ethical data practices. As part of Ogilvy and WPP, we leverage global resources to deliver localized solutions that foster community-driven brand loyalty.
Services
Loyalty Programs
CRM Solutions
Experience Design
Creative Expression
Personalization Strategies
Details
- Year established: 1993
Highlights and features
- 30+ years pioneering loyalty program innovation
- Proprietary personalization frameworks for real-time adaptation
- Cross-industry expertise with Fortune 500 clients
- Team of 300+ data scientists and creative strategists
- Ethical AI integration with privacy-first approach
What people say
Award-winning expertise
Data-driven insights
Creative solutions
Industry thought leadership
Proven ROI
Services
Loyalty Programs
We design data-driven loyalty programs that create emotional connections between brands and customers. Our proprietary frameworks combine behavioral analytics with personalized rewards to increase customer lifetime value. With expertise in program optimization and technology integration, we help businesses across 10+ industries build sustainable loyalty ecosystems that adapt to changing consumer expectations.
CRM Solutions
Our CRM services transform disconnected data into actionable customer insights. Using AI-powered tools, we develop engagement strategies that coordinate cross-channel communications. The approach combines predictive modeling with real-time analytics to deliver personalized experiences throughout the customer journey, helping brands improve retention rates and maximize marketing ROI through systematic data utilization.
Experience Design
We create immersive brand experiences that resonate with modern consumers. Our 360-degree approach maps customer touchpoints across digital and physical channels. By integrating user experience research with emotional intelligence metrics, we design interactions that foster deeper brand connections while maintaining alignment with business objectives and technical capabilities across omnichannel environments.
Creative Expression
Our creative team transforms data insights into compelling brand narratives. Through visual storytelling and strategic content development, we help brands communicate their unique value proposition. The service combines UX/UI design with data-driven messaging to create cohesive brand experiences that maintain consistency across all customer interaction points while driving emotional engagement.
Personalization Strategies
We develop technology-agnostic personalization frameworks that adapt to individual customer preferences. Our six-function model coordinates data collection, decisioning systems, and dynamic content delivery. By integrating behavioral analytics with predictive modeling, we enable real-time personalization across marketing channels while maintaining compliance with data privacy regulations and security standards.
People
Bill Baker
Chairman
With decades of marketing leadership, Bill Baker guides strategic vision while maintaining active client relationships. His industry expertise spans loyalty program development and brand strategy across multiple sectors including travel and financial services.
Randy Gunderson
Chief Executive Officer
As CEO, Randy Gunderson leads customer loyalty innovation while overseeing global operations. He brings extensive CRM expertise and a proven track record in scaling data-driven marketing solutions for Fortune 500 companies.
John Jarvis
Chief Creative Officer
John Jarvis directs creative strategy, blending artistic vision with data insights to develop impactful brand narratives. His leadership ensures cohesive visual storytelling across all client engagement platforms and marketing channels.
Ruth Kranick
Chief Financial Officer
Ruth Kranick manages financial operations with expertise in strategic resource allocation. Her background includes financial leadership in marketing technology implementations and data-driven business transformation initiatives.
Kelty Rome
SVP, Human Resources
Kelty Rome leads talent development initiatives, focusing on cultivating a diverse workforce of marketing professionals. She specializes in creating innovation-driven workplace cultures that support continuous learning and professional growth.
Questions
What industries does The Lacek Group specialize in?
We work across travel, financial services, healthcare, retail, automotive, and telecommunications sectors, adapting our strategies to each industry's unique customer engagement requirements.
How do you measure brand devotion effectiveness?
We use proprietary frameworks that combine transactional data with emotional engagement metrics to predict customer lifetime value and track program performance improvements.
What makes your loyalty programs different?
Our approach integrates behavioral science with predictive analytics to create emotionally resonant experiences that drive measurable business outcomes beyond standard rewards programs.
Can you integrate with existing marketing technology?
Yes, our technology-agnostic solutions work with your current martech stack while providing recommendations for strategic system enhancements when needed.
How do you handle data privacy concerns?
We maintain strict compliance with global data regulations through our information security framework while implementing privacy-first personalization strategies.
What's your approach to campaign personalization?
Our six-function model coordinates data collection, decisioning systems, and dynamic content delivery to deliver real-time personalization across marketing channels.
