Minneapolis Agency Celebrates 25 Years



Beginning today, The Lacek Group is traveling back in time to 1993. The 25-year-old customer-engagement agency is recognizing their milestone anniversary with a 25 YEARS 25 DAYS celebration. “We’re pulling out all the stops with nearly a month of activities, events and surprises,” says Bill Baker, Chief Executive Officer. “Employees only have an inkling of everything in store — we want to make this a month to remember. And we want to celebrate all the people who’ve made this agency so successful, innovative and client-focused for so long.”

What Baker can reveal, he says, is that The Lacek Group is going to have some fun bringing back the fads, trends and fashions of 1993 — from Doc Martens and flannel to Beanie Babies and “got milk”? Plus, they’re inviting former employees to join them for a lively reunion at Finnegan’s Tap Room, Wednesday, Aug. 1, 4:30 to 7 p.m. “Our social media will capture much of the action,” says Baker, adding that several events will also look to the future. When first founded, the privately owned firm focused on loyalty programs, mostly for airlines. Today, The Lacek Group is a specialty agency of Ogilvy, helping clients “preserve, protect and grow the value of their best customers through loyalty, one-to-one and customer-engagement solutions,” says John Jarvis, Chief Creative Officer, “in addition to some traditional advertising.”

The number of industries served by the agency has grown as well, now including travel, health sciences, agriculture, retail, gaming, automotive, business-to-business, entertainment and more. Among their clients are US Bank, Enterprise Holdings, Ford, The Home Depot, Verizon and Marriott.

“Our innovative, data-driven programs work across all media,” says Baker. “Using data and analytics, we help clients deepen engagement with their customers via content-driven, personalized communications. The results we deliver for clients are a big reason they stay with us year after year. Some of our client relationships go back over two decades — nearly as long as the company has been in business.”

Baker jokingly notes, much to his dismay, that photos from “back in the day” will be featured in the 25 YEARS 25 DAYS festivities. “Obviously some of my colleagues have aged a bit better than me, but it’s all in good fun,” he says. The celebration will wrap up Thursday, Aug. 23, with The Lacek Group’s annual Achiever Awards peer recognition party.