•  
    DuPont Pioneer is closer in every way that counts.
    TLG helps an iconic agriculture brand build on its strengths.

    Since 1926 when future U.S. Vice President Henry A. Wallace helped found the "Hi-Bred Corn Company," this leading seed company has led the way in hybrid seed research and technology. With help from TLG, DuPont Pioneer continues to demonstrate that no other seed company is closer to the everyday challenges that today's growers face.

  •  
    Carnival Cruise Lines docks at Lacek.
    TLG named customer marketing agency of record.

    As a new agency for Carnival Cruise Lines, we'll be looking for compelling and creative ways to engage guests through print and digital media, based on insights gained from their extensive customer database. This means we now work with the world's leading airline, cruise line, car rental, hotel, automotive and financial brands.

  •  
    "Your Platinum Year" for SPG
    Starwood Preferred Guest and The Lacek Group use data for sheer delight.

    To help SPG add a new dimension to the typical "Happy Holidays" member message, The Lacek Group created a dynamic, highly data-driven and totally personalized landing page for 140,000 SPG Platinum Preferred Guests. When members logged in, they discovered a customized visualization of their membership accomplishments from the previous year. Industry blogs and members alike were all abuzz.

  •  
    Designing Ford emails to drive member visits.
    TLG helps Owner Advantage Rewards communicate on mobile platforms.

    With help from The Lacek Group, Owner Advantage Rewards® is transforming its member communications to include and emphasize mobile platforms. Members responded enthusiastically by doubling the number of clicks to view their account balances and special offers. Clicks to other recurring statement elements also dramatically increased.

  •  
    We're known by the company we keep
    Pretty impressive list, don't you think?

    For nearly two decades, we've been designing, building and optimizing complete, end-to-end CRM and loyalty solutions for clients in the travel, health sciences, retail, gaming, automotive, business-to-business, entertainment, broadcasting and other categories. We pride ourselves on our long, happy and mutually beneficial relationships with dozens of blue-chip companies.

About Lacek

  • “Ninety-nine percent of advertising doesn’t sell much of anything.”

    Ogilvy

    We have nothing against advertising — we not only produce it ourselves, we're owned by one of the greatest agencies in the world. But as the cost of acquiring new customers continues to rise, advertising's shotgun approach has to be complemented with the kind of work we do — data-driven customer engagement.


    At The Lacek Group, we help our clients preserve, protect and grow the value of their best customers through loyalty, one-to-one and CRM solutions, in addition to some traditional advertising. We create innovative programs that work across all media to build direct, personalized and lasting relationships, keeping consumers and brands connected. We do this by skillfully combining the science of data and the art of message.


    And as a specialty agency of Ogilvy & Mather, we often partner with the world's most respected agency network to break new ground with data-driven solutions for travel, health sciences, retail, gaming, automotive, business-to-business, entertainment, broadcasting and a host of other categories.

     
     
     
  • Bill Baker

    President

    Bill is our fearless leader, always quick with a smile, a handshake and a turned-up polo-shirt collar. For nearly 20 years, Bill has been a driver, cheerleader and source of inspiration for our organization, having spent time leading some of our biggest and most prestigious accounts, including Starwood Hotels & Resorts and Walt Disney Attractions. Today, he oversees our day-to-day operations and represents our company in the Ogilvy network. Spend just a little bit of time with Bill, and it won't surprise you to learn that his quick wit and analytical mind were initially engaged in the practice of law before moving to the client side as Corporate Vice President, Global System Development, for National Car Rental. When he's not playing his role as Nicest Guy in the Business, Bill enjoys traveling, golf and listing the many accomplishments of his two grown daughters.

  • Dan Knudsen

    Managing Director, Client Services

    Dan's college-football-player body doesn't easily fold into an airplane seat, which is unfortunate because over the years he's earned Platinum status on multiple airlines in an effort to share his enthusiasm for direct marketing with clients all over the country. At TLG, Dan not only oversees all our client relationships, but our consulting, strategic services and analytics practices as well. Dan is one busy — and brilliant — guy. Prior to joining TLG, he played a key role in defining one of the country's first and largest loyalty programs — Emerald Club at National Car Rental. As VP Worldwide Marketing for National, Dan authored its segmentation strategy and was an early pioneer in using data to target specific messages to specific audiences. All these years later, he still thinks more like a client than an agency guy. It helps that he can work out those identity issues on long walks along the beach near his vacation home in Mexico.

  • John Jarvis

    Chief Creative Officer

    Need a fire built? First Aid instruction? How about swim lessons or wilderness survival training? As an Eagle Scout, John can cover all that. And as a guy who's still winning gold awards for his copywriting, decades after winning his first, he's got the creative thing covered too. As Chief Creative Officer, John oversees the large, talented team of designers, writers and interactive wizards who create brand experiences for all our clients. Prior to TLG, John was CEO and Chief Creative Officer at Colle+McVoy in Minneapolis; held creative leadership positions at Martin|Williams, Fallon, and other agencies; started Lynch Jarvis Jones back in the late 80s with three other partners; later ran his own freelance-writing business; started another small creative company, GIRAFFE, and so on. Oh, and he taught advertising and copywriting at several universities, colleges and portfolio schools. Fortunately for all involved, his plan to become an architect ended after one too many creativity-stunting engineering classes in college.

  • Francesco Favazza

    Senior Partner, Group Account Director

    Is there a guy who knows the airline loyalty program landscape better than Francesco? Don't bet on it. His office is filled with model planes and dozens of framed loyalty program membership cards — all in his name. But his experience goes well beyond his integral role in helping design the Delta SkyMiles program or relaunch National Car Rental's Emerald Club. In addition to his passion for travel, he's worked in the automotive, financial services and packaged goods categories as well. Today he leads a portfolio of accounts including Enterprise Holdings, United Airlines/JPM Chase and Ameriprise Financial. Not surprisingly, Francesco holds a degree in aeronautical science. But his marketing experience came the hard way, starting with an MBA from the University of Minnesota. A native of Italy, he's mostly lost his accent. But he can still swear in several European languages and recommend the best restaurants in Sicily or Milan.

  • Tim Manoles

    Senior Partner, Group Account Director

    Tim is an expert in all things loyalty, which may explain why he's one of TLG's longest-tenured employees. For many years, he led our loyalty engagements with a variety of recognized category leaders, including Polo Ralph Lauren, American Express Travel, Northwest Airlines, Cox Communications, Swissôtel, Centocor, GSK, Musicland, FranklinCovey, Foundation Health Systems and Ford Motor Company. And he helped devise, negotiate and manage strategic alliances between our clients and their loyalty partners. Today, as Group Account Director, Tim leads our Ford and American Family Insurance accounts, helping them explore new ways of building stronger relationships with current and prospective customers. Before he became a leading direct- and loyalty-marketing guru, he received his bachelor of science degree in economics from Westmont College, California, and his management information systems graduate degree from the University of Minnesota.

  • Julie Bustos

    Senior Partner, Technology Services

    As the leader of the technology group at TLG, Julie leads a team of innovative interactive marketing strategists and developers who design and execute digital marketing campaigns across all Lacek clients. (Having three small kids at home, herding cats comes naturally to Julie.) In addition, Julie and her team are responsible for the ongoing evolution of the technology infrastructure that securely houses and mobilizes our clients' greatest asset: data. Prior to joining TLG, Julie was an Information Systems Engineer for the Wisconsin Sea Grant Institute, and was responsible for launching its acclaimed educational website long before the corporate world really knew what websites were. Julie earned her bachelor of arts degree in economics with a mathematical emphasis at the University of Wisconsin. While she claims to have spent her preteen years with a can of Aqua Net always within reach, today she's more the Sporty Spice type with a busy schedule of games to play or attend.

  • Chris Hoffman

    Senior Partner, Human Resources and Corporate Communications

    When you travel with Chris, you'd better be prepared for a little adventure. Beneath her mild-mannered approach for helping us maintain a top-notch talent pool, present and future, she's a give-me-a-map, put-me-on-a-motorcycle kind of gal. In that way, she's a kindred spirit with some of our heavily tattooed, hoodie-wearing developers. Today she heads a growing department of professionals who recruit, train and mentor a diverse group of TLG employees. (Her undergraduate degree in psychology certainly helps here too.) And, to keep things interesting, she heads up our corporate communications efforts and facilities management. Prior to joining TLG, Chris was Human Resources Director at Carlson Marketing Group and before that she led human resources for manufacturing, financial services and consulting companies. No slouch on the academic side, she also has a MA in Industrial Relations from the University of Minnesota's Carlson School of Management.

  • Ruth Kranick

    Senior Partner, Chief Financial Officer

    A key member of our management team, Ruth leads our finance and accounting functions, with responsibility for budgets and forecasts; financial reporting and analysis; and client pricing, billing and contracts. A TLG employee since almost the beginning, Ruth has seen it all as we've grown into the 250+ person company we are today. She brings a welcome touch of warmth and humanity to the cold reality of numbers, spreadsheets and the many audits we undergo as part of a public company. The mother of three adult daughters, she doesn't get too rattled by the constant need to remodel office space, buy new IT equipment or undergo frequent data-security audits. Prior to joining TLG, Ruth spent several years in accounting and office-management positions at a relocation company, where she managed key areas of the business, including finance, office operations, insurance and technology.

  • Jon Fjalstad

    Senior Partner, Group Account Director

    On Jon's first day at TLG, he hopped on a plane and headed to Singapore, where he opened our first office outside the U.S. for our client Singapore Airlines. He was just a couple years out of college. Since then, Jon has led several loyalty program design and redesign efforts for airline clients including Delta, Emirates, LanChile and Scandinavian. And he's managed our work for Continental and United Airlines as well. Now, with two kids approaching high school, and with basketball games to coach, we've grounded him in Minneapolis, where he leads our Carnival Cruise Lines and U.S. Bank accounts. Prior to joining TLG, Jon worked at Northwest Airlines, where he managed partner relationships for the WorldPerks frequent-flyer program. So, yes, this is a guy who's been a Platinum member of many airline loyalty programs. As a kid growing up in Owatonna, MN, and as a business administration and marketing student at the University of St. Thomas in St. Paul, little did he know life would take off like that.

  • Stephanie Ricke

    Senior Partner, Strategic Services

    You know how some people walk into a Starbucks and they don't even have to order — everyone in the place knows their name and what they drink? That's Stephanie. But you'd have to be heavily caffeinated too, if you wanted to keep up with her. In the last several years at TLG, Stephanie has risen from Consultant to Account Director to Group Account Director, to SVP of Strategic Services. Because her insightful thinking has helped drive increased revenue time after time, especially for our Starwood Hotel & Resorts business, she now oversees all of our consulting and strategic offerings. Before joining Lacek, Stephanie was Director of Marketing at eq-life, a new retail concept of Best Buy. And earlier in her career, she was an executive at Accenture working with Gap, JCPenney, Best Buy, United Health Group and others. She's also a big football fan or, frankly a fan of any sport that involves her beloved Purdue Boilermakers.

  • Danika Hoffmann

    Senior Partner, Business Development

    You might be tempted to think Danika joined us as a teenager because her list of experience and accomplishments is so long. But she did come to us as a fresh face just out of UW-Eau Claire and has worked with just about every client we've had in just about every type of role. She's like those baseball players who play every position in a single game. (That would be Cesar Tovar for you Minnesota Twins fans.) Over the years, her work as a customer-engagement advocate has helped launch loyalty programs for Ford Motor Company and Dell Computers. She's also driven revenue-enhancing CRM programs for a global beauty brand, Carnival Cruise Lines, Kimberly-Clark and numerous airlines. Today, she leads our New Client Engagements and Program Development groups, marshaling the resources of TLG and other Ogilvy offices to introduce customer engagement marketing to new clients. Speaking several languages, as she does, is a big plus. Especially if digital and data are foreign to some clients.

  • Randy Gunderson

    Senior Partner, Account Services

    Randy oversees all of our client relationships and is a member of our Executive Management Team. Prior to taking on his current role, Randy led agency teams here and at other agencies for clients as varied as United Airlines, Best Buy, Chase Financial, Starwood Hotels & Resorts, Musicland, Grand Casino and more. He began his career in finance and marketing at Damark International after earning an economics degree from Gustavus Adolphus College in St. Peter, MN. With over 20 years of experience developing strategy and applying data analytics to acquire, engage and retain customers, he has the ability to see both the forest and the trees. And that extends to life outside our walls, where he shares his love of all things outdoors — mountain biking, waterskiing, fishing, hockey, snowmobiling — with his wife and two kids.

  • Tyler Love

    Senior Partner, Account Director

    A native of New York, Tyler suffers from cold urticaria. That is, he's allergic to cold air and water. So the fact that he moved to Minnesota 10 years ago to be closer to his wife's family tells you how much he loves his wife. At TLG, Tyler leads the Enterprise Holdings Inc. (EHI) account, managing the loyalty programs for Enterprise Rent-A-Car, National Car Rental and Alamo Rent A Car, and customer engagement efforts for Enterprise Car Sharing and Enterprise Car Sales. Prior to his work with EHI, he led the Starwood Preferred Guest client services team here at TLG. And before moving west, Tyler worked for Ogilvy & Mather in New York and Euro TSCG in Chicago. You might think when he's not working he'd be holed up inside, avoiding the cold — and he does enjoy watching his alma mater, the University of Kentucky, push everyone else around the basketball court. But Tyler is a glutton for punishment: His favorite sports all take place in cold air and on frozen water. Go figure.

  • Brad Fiery

    Senior Partner, Marketing Analytics and Campaign Operations

    By day, Brad's a whiz at analyzing data and making it sing. By night, he's a pretty good vocalist himself in local choral groups. At TLG, Brad's work touches nearly every client we have as he and his team of data scientists tackle some of the world's largest customer and loyalty data challenges. Improving the performance of communications and communications strategies through rigorous measurement and testing are his territory. And speaking of territory, Brad's experience ranges far and wide, having most recently been the Global Analytics Leader for GE Capital Americas. His CRM analytic responsibilities there helped drive some of the world's largest and most popular consumer credit cards, including those for Walmart, Sam's Club, The Gap, PayPal and Lowe's. Brad earned his MBA at the Carlson School of Management, but don't get the impression he's your typical head-in-the-clouds guy. On most winter weekends he can be found teaching downhill skiing on the local slopes.

Work

Services

Building direct relationships with our clients’ best customers requires that we live and work at the intersection of data and creativity. But those two words only begin to describe our broad range of services and disciplines. On a daily basis, for every account, we’re involved in:

Program Development
CRM strategy, program design and optimization, loyalty tracking technology, program economics, research, customer data analysis, competitive benchmarking.

Marketing Analysis
Promotion effectiveness tracking and analysis, campaign segmentation, response modeling, experimental design and execution.

Interactive Solutions
Websites, microsites, promotional registration, emails, profile management, training systems, sales tools.


Creative Services
Brand identity, graphic design, collateral, digital, interactive, games, social and emerging media, print and digital production.

Information Services
Design, development, delivery and support of database systems; database development, data audits, data interchange and integration, and security.

Strategic Alliances
Program partner sourcing; promotional and co-brand partnerships; identification, solicitation, negotiation and management.


Careers

 
 
 

“Hire people who are better than you are, then leave them to get on with it. Look for people who will aim for the remarkable, who will not settle for the routine.”

Ogilvy

Located in the heart of downtown Minneapolis, the Lacek Group fosters a casual workplace atmosphere where communication, creativity and collaboration thrive. Most of our new hires are recommended by current Lacek employees — a great testimony to the healthy culture we enjoy.


View all current
job openings

News

  • 06.16.15
    THE LACEK GROUP SPONSORS SPECIAL OLYMPICS MINNESOTA
    ...proud to be the social media sponsor for the 2015 Special Olympics Minnesota Summer Games...
    Read more
    05.26.15
    THE LACEK GROUP’S RICKE HONORED WITH WOMEN IN BUSINESS AWARD
    ... she is being recognized as a leader in our community, and proud of her accomplishments — both that affect our industry and the causes that are important to her.” ...
    Read more
    03.10.15
    TLG RAISES MONEY FOR CANCER CAUSES, SELECTS NEW CHARITY PARTNER FOR 2015/2016
    ...Over the past two years, we are proud to have raised more than $34,000 to help fight cancer...
    Read more
     
     
     

  • 01.08.15
    The Lacek Group Promotes Schultz to VP, Account Director
    ... made significant contributions on TLG’s work for Starwood for nearly a decade...
    Read more
    10.30.14
    The Lacek Group wins Silver ECHO Award with Carnival Cruise Lines
    ...for the agency’s first comprehensive customer-engagement effort with Carnival titled the “Carnival Cruise Lines Wave Campaign.”...
    Read more
    12.28.11
    The Lacek Group Contributes More Than $10,000 to Feeding America, Local Food Shelves
    The Lacek Group will be looking to find additional ways to engage employees in hunger-related efforts in the year ahead.
    Read more
    10.28.14
    The Lacek Group's Fjalstad and Hoffmann to Speak at DMA2014 Conference & Exhibition
    ...Fjalstad and Hoffmann will deliver a highly engaging presentation entitled “Navigating Customer Engagement: A Carnival Story,” ...
    Read more
    07.31.14
    The Lacek Group Employees and Families Raise $2,260 for Cancer Cause
    ...this year’s event was themed the “TLG Jamboree,” with kids ages 5-18 joining their parents at work to help plan, promote and host...
    Read more
    05.17.11
    Wildenauer named a Twin Cities Woman to Watch
    ...On behalf of the entire team here, we are thrilled to have Michelle receive this award,” said Dan Knudsen...
    Read more
  • 06.19.14
    The Lacek Group Wins Five Telly Awards
    ...excited to be recognized this year for our work with U.S. Bank, a longstanding TLG client, and proud of the continued success we’ve achieved for DuPont Pioneer...
    Read more
    05.11.14
    Firm Digs Deep to Gain, Keep Customer Loyalty
    The Lacek Group takes loyalty marketing to new data depths as it seeks to connect with consumers on multiple levels
    Read more
    04.04.11
    Lacek Team Named Finalist In Web Challenge
    ...experts from The Lacek Group were among the teams named as top finalists ...
    Read more
    04.23.14
    The Lacek Group Takes Home Honors at National Agri-Marketing Awards
    ... received four first-place awards from the National Agri-Marketing Association (NAMA) at its Best of NAMA show...
    Read more
    02.05.14
    The Lacek Group Enhances Strategic Services, Announces Promotions
    ...TLG has doubled its revenue over the past four years, and now the agency has enhanced its offerings by creating a dedicated Strategic Services group to support its roster of clients...
    Read more
    08.26.10
    Lacek's Virtual Tour for National's Emerald Aisle
    ...developed an online tutorial giving customers a virtual tour of this one-of-a-kind rental process...
    Read more
  • 12.19.13
    TLG RAISES MORE THAN $18,000 FOR CANCER CAUSES IN 2013
    ... TLG employees held special activities to help raise the funds that went to support eight cancer organizations...
    Read more
    10.17.13
    The Lacek Group donates $2,500 to Leonardo's Basement
    ...in honor of TLG’s Platinum Sponsorship of the 2013 Minnesota Interactive Marketing Association’s Annual Summit...
    Read more
    10.14.13
    The Lacek Group Sponsors 2013 MIMA Summit
    Agency launches “text to vote” campaign to support local creative, tech industry non-profits
    Read more
    10.11.13
    The Lacek Group Promotes Fiery to Senior Partner
    ...has been an integral part of our agency’s growth, leading a critical practice area for the customer engagement industry,"...
    Read more
    09.03.13
    The Lacek Group Secures Carnival Cruise Lines Account
    ...excited for this opportunity to apply our customer-relationship marketing, digital and data experience in partnership with Carnival to deepen the engagement of their travelers...
    Read more
    07.16.13
    THE LACEK GROUP WINS FOUR TELLY AWARDS IN 34th-ANNUAL COMPETITION
    ...were among the very first pieces we produced for DuPont Pioneer,” said John Jarvis, Chief Creative Officer, TLG. “Our success credits the very talented team we assembled to handle this exciting...
    Read more
  • 04.26.13
    The Lacek Group and DuPont Pioneer Win at National NAMA Awards
    Entering for the first time, The Lacek Group was awarded a first place win for a video produced to celebrate the 4H legacy of DuPont Pioneer...
    Read more
    10.24.12
    The Lacek Group Congratulates MileagePlus, 2012 DMA Marketer of the Year
    ...proud to collaborate with MileagePlus and its other marketing partners to help 90 million MP members understand and optimize the features and benefits of the world's most rewarding program...
    Read more
    07.25.12
    The Lacek Group Named Agency of Record for DuPont Pioneer
    ...agency to help move grower communications in exciting new direction...
    Read more
    05.02.12
    The Lacek Group named Direct Marketer of the Year
    ...annual award pays tribute to an organization in the Upper Midwest that elevates the stature of the direct marketing industry through its innovation, leadership, technical application...
    Read more
    03.05.12
    The Lacek Group helps launch Enterprise Plus
    ...all aspects of the Enterprise Plus development, from performing program analytics to developing communications and collateral, including the new member Web portal and all program credentials...
    Read more
    03.18.12
    Car rentals evolved, but loyalty programs still in style
    ...A Minneapolis marketing firm helps National and other agencies keep on top of customers' needs and wants...
    Read more
  • 06.16.11
    DirectDesign and U.S. Bank Gold ARC Award Winner
    ...awarded two Gold ARC Awards by the Midwest Direct Marketing Association...
    Read more
    06.20.11
    The Lacek Group named a Top Workplace
    ...recognizes the most progressive companies in Minnesota based on employee opinions about company leadership, communication, career opportunities...
    Read more
    11.01.10
    DirectDesign Wins Gold ECHO for FlexPerks Launch
    ...smart data-driven strategies to generate card activity, was recognized at the 2010 DMA (Direct Marketing Association) International ECHO Awards...
    Read more

Contact Us

 

The Lacek Group

  • A Specialty Agency of Ogilvy & Mather.
  • 900 2nd Avenue South (Google Map)
  • Suite 1800
  • Minneapolis, MN 55402
  • t: 612.359.3700
  • f: 612.359.9395
  • info@lacek.com
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