The Lacek Group, an Ogilvy One agency and recognized leader in customer loyalty and CRM, has announced the appointment of Randy Gunderson as Chief Executive Officer. Previously serving as SVP of Client Services, Gunderson brings extensive experience and deep insight into the agency’s culture, clients, and the ever-evolving world of loyalty and data-driven marketing.
Gunderson steps into the CEO role as Bill Baker transitions to chairman ahead of his planned retirement later this year. Baker joined The Lacek Group in 1996 and has served as CEO since 2000, steering the agency through significant growth and industry recognition over more than two decades of leadership.
“I’m honored and humbled to step into the role of CEO at The Lacek Group, and especially to build on Bill’s accomplished leadership,” said Gunderson. “Lacek has a 30-year legacy of vigorous innovation, setting industry benchmarks and creating enduring customer relationships—and I’m excited to build on that momentum. We’ll continue to leverage our distinct passion and differentiated expertise to keep delivering the exceptional results our clients expect in today’s evolving and dynamic consumer landscape.”
As part of the leadership evolution, Michelle Wildenauer will assume a broader role as Executive Vice President, Client Services and Strategy. This strategic move aims to enhance the agency’s integrated offerings and reinforce its commitment to helping clients exceed their business and customer engagement goals.
Reflecting on his tenure, Baker stated, “It has been an incredible privilege to lead The Lacek Group for 25 years. I am immensely proud of what we have accomplished together, and I am confident that Randy and Michelle are the right people to guide the agency into the future. Their deep understanding of our clients, our people, and the evolving landscape of brand-devoted customers makes them uniquely qualified to drive growth and continued success.”
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