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The Business Results
of
Brand Devotion
can be Significant.

There’s a huge financial difference between customers transacting with a brand and being devoted to a brand. We’re able to create significant ROI by leveraging both art and science to build brand devotion. By marrying sophisticated data analysis and out-of-the-box creative thinking. By blending perceptive strategies, innovative design and real-time measurement.

We design, build and optimize loyalty programs for many of the world’s most beloved brands. We transform disconnected tech stacks and processes into successful CRM programs, powered by data-driven strategies. And we deliver relevant messaging at scale across channels to ensure connected, seamless experiences.

The Lacek Group, founded in 1993, got its start building engagement and loyalty programs for global brands in the travel industry. Today we work across a broad range of industries, including travel, financial services, hospitality, cruise line, QSR, retail, automotive, health care, telecommunications, CPG and more.

“To achieve [brand] devotion, you need to move beyond traditional concepts of loyalty and stop treating customers as mere data points. In the modern aspiration economy, people develop true brand affinity only when it gives them a sense of community.” —Ana Andjelic, Harvard Business Review

Art and science. Right brain, left brain.
And a proven process for making things happen.

We have over 300 people working tirelessly every day to help our clients identify their highest-potential customers, engage them across channels throughout their lifecycles, personalize each relationship for optimal long-term results and measure the true effectiveness of those efforts.

Explore our end-to-end capabilities:

Loyalty and Membership

We believe brand loyalty is an outcome driven by disruptive and differentiated strategy and program design. Our proven, proprietary approach to loyalty program design is a combination of art and science. We bring your best customers closer to your brand through ongoing innovation and optimization, creating deep, lasting, and emotional connections that deliver audience and revenue growth.

Capabilities

  • Annual and Long-term Planning
  • Business Case Development
  • Campaign and Promotion Planning and Implementation
  • Change Management Strategy & Services
  • Credit Card Partnership Procurement
  • Consumer Research
  • Financial Services & Co-Brand Card Marketing Strategy
  • Loyalty & Membership Design & Build
  • Loyalty & Membership Technology Consulting
  • Ongoing Program Management
  • Partnership Strategy, Sourcing & Implementation
  • Personalized Program & Lifecycle Communications
  • Program Branding
  • Program Optimization & Evolution

Engagement Marketing (CRM)

We put your data in motion to generate powerful insights, fueling more meaningful customer interactions and creating measurable impact on brand devotion. Our approach unlocks and advances your CRM capabilities to propel your growth ambition.

Capabilities

  • Advanced AI Tools/CRM Capability Planning
  • AI/Machine Learning
  • Campaign Operations
  • Dashboard Development/Data Visualization
  • Data Insights
  • Database Architecture
  • Digital Strategy Consulting
  • Engagement Planning
  • Lead Nurture & Scoring
  • Lifecycle Communications
  • Marketing Automation
  • Martech Consulting
  • Omnichannel Communications
  • Performance Measurement
  • Personalization Strategy
  • Propensity Modeling
  • Customer Lifetime Value
  • Test & Learn Strategy and Optimization

Experience Design

More than ever, customers are valuing experiences over things and discounts. Designing highly personalized and desired experiences meets your customers where they are in the moment, and deepens emotional connections to your brand. Our 360-degree approach to creating and maintaining unique, differentiated and personalized touch points throughout the customer journey ensures a best-in-class experience.

Capabilities

  • Custom Web Application Development
  • Experience Activation
  • Journey Mapping
  • Partnership Strategy
  • Tier Strategy
  • User Experience/User Interface

Creative Expression

Impactful creative is the key to turning data and strategy into meaningful customer relationships. Every campaign is an opportunity to connect with people and strengthen the brand narrative. Every detail is thoughtfully considered to make sure we’re delivering on brand promises through visual storytelling, powered by unique customer insights.

Capabilities

  • Brand Positioning
  • Brand Pull-Through
  • Content Architecture
  • Copy, Design & Production
  • Data-Driven Creative
  • Front-End Development
  • UX/UI
  • Visual Storytelling

Total Customer Value Management

Our next-gen, customer-value-management framework looks beyond transactions and behavioral data to understand and predict total customer value. Traditional models typically focus on measuring tangible revenue drivers like transactions and behavioral data to predict customer value. Our proprietary framework incorporates measures of other critical customer-value drivers such as customer emotion, experience satisfaction, and values alignment to predict the strength and value of customer relationships.

Capabilities

  • AI/Machine Learning
  • Automation
  • Campaign Operations & Analysis
  • Customer Lifetime Value
  • Dashboard Development
  • Decisioning Systems
  • Dynamic Message Management
  • Information Security & Privacy
  • Insights & Solutions
  • Measurement & Reporting
  • Modeling & Test Recommendations
  • Segmentation Strategy
  • Structured Content Systems

Personalization

How can you take the facts you know about your customers, and create the personalized communications that customers desire and deserve? Our proprietary technology-agnostic personalization framework contemplates the six interconnected functions that drive relevance: data collection, data curation, decisioning, design, delivery and measurement. The framework provides personalization beginners and aficionados with a common operating model for achieving personalization across channels, technologies and teams. Doing so provides the personalization that customers really want, resulting in higher levels of trust and value.

Capabilities

  • Campaign Operations & Analysis
  • Insights & Solutions
  • Information Security & Privacy
  • Measurement & Reporting
  • Modeling & Test Recommendations
  • Segmentation Strategy

We believe brand loyalty is an outcome driven by disruptive and differentiated strategy and program design. Our proven, proprietary approach to loyalty program design is a combination of art and science. We bring your best customers closer to your brand through ongoing innovation and optimization, creating deep, lasting, and emotional connections that deliver audience and revenue growth.

Capabilities
  • Annual and Long-term Planning
  • Business Case Development
  • Campaign and Promotion Planning and Implementation
  • Change Management Strategy & Services
  • Credit Card Partnership Procurement
  • Consumer Research
  • Financial Services & Co-Brand Card Marketing Strategy
  • Loyalty & Membership Design & Build
  • Loyalty & Membership Technology Consulting
  • Ongoing Program Management
  • Partnership Strategy, Sourcing & Implementation
  • Personalized Program & Lifecycle Communications
  • Program Branding
  • Program Optimization & Evolution

We put your data in motion to generate powerful insights, fueling more meaningful customer interactions and creating measurable impact on brand devotion. Our approach unlocks and advances your CRM capabilities to propel your growth ambition.

Capabilities
  • Advanced AI Tools/CRM Capability Planning
  • AI/Machine Learning
  • Campaign Operations
  • Dashboard Development/Data Visualization
  • Data Insights
  • Database Architecture
  • Digital Strategy Consulting
  • Engagement Planning
  • Lead Nurture & Scoring
  • Lifecycle Communications
  • Marketing Automation
  • Martech Consulting
  • Omnichannel Communications
  • Performance Measurement
  • Personalization Strategy
  • Propensity Modeling
  • Customer Lifetime Value
  • Test & Learn Strategy and Optimization

More than ever, customers are valuing experiences over things and discounts. Designing highly personalized and desired experiences meets your customers where they are in the moment, and deepens emotional connections to your brand. Our 360-degree approach to creating and maintaining unique, differentiated and personalized touch points throughout the customer journey ensures a best-in-class experience.

Capabilities
  • Custom Web Application Development
  • Experience Activation
  • Journey Mapping
  • Partnership Strategy
  • Tier Strategy
  • User Experience/User Interface

Impactful creative is the key to turning data and strategy into meaningful customer relationships. Every campaign is an opportunity to connect with people and strengthen the brand narrative. Every detail is thoughtfully considered to make sure we’re delivering on brand promises through visual storytelling, powered by unique customer insights.

Capabilities
  • Brand Positioning
  • Brand Pull-Through
  • Content Architecture
  • Copy, Design & Production
  • Data-Driven Creative
  • Front-End Development
  • UX/UI
  • Visual Storytelling

Our next-gen, customer-value-management framework looks beyond transactions and behavioral data to understand and predict total customer value. Traditional models typically focus on measuring tangible revenue drivers like transactions and behavioral data to predict customer value. Our proprietary framework incorporates measures of other critical customer-value drivers such as customer emotion, experience satisfaction, and values alignment to predict the strength and value of customer relationships.

Capabilities
  • AI/Machine Learning
  • Automation
  • Campaign Operations & Analysis
  • Customer Lifetime Value
  • Dashboard Development
  • Decisioning Systems
  • Dynamic Message Management
  • Information Security & Privacy
  • Insights & Solutions
  • Measurement & Reporting
  • Modeling & Test Recommendations
  • Segmentation Strategy
  • Structured Content Systems

How can you take the facts you know about your customers, and create the personalized communications that customers desire and deserve? Our proprietary technology-agnostic personalization framework contemplates the six interconnected functions that drive relevance: data collection, data curation, decisioning, design, delivery and measurement. The framework provides personalization beginners and aficionados with a common operating model for achieving personalization across channels, technologies and teams. Doing so provides the personalization that customers really want, resulting in higher levels of trust and value.

Capabilities
  • Campaign Operations & Analysis
  • Insights & Solutions
  • Information Security & Privacy
  • Measurement & Reporting
  • Modeling & Test Recommendations
  • Segmentation Strategy

Our Clients

Ameriprise Financial Carnival Dunkin' Enterprise Ford The Home Depot Marriott Bonvoy Petsmart
Ameriprise Financial Carnival Dunkin' Enterprise Ford The Home Depot Marriott Bonvoy Petsmart
Ameriprise Financial Carnival Dunkin' Enterprise Ford The Home Depot Marriott Bonvoy Petsmart
The Lacek Group | Ogilvy

A part of something bigger.

As an Ogilvy company, we have the power of Ogilvy and WPP behind us as we put our innovative data-driven solutions to work around the globe.

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