For the sixth year, we are proud to offer our scholarship program, which reflects our promise to promote inclusion by encouraging students from underrepresented communities to consider a career in marketing.
“This scholarship program grew out of our agency’s commitment to investing in the future of our industry,” says Lacek CEO Randy Gunderson. “It’s one more way we’re fostering an empowered, innovative, and collaborative culture that will make our business better.”
How the field benefits
Today’s consumers are making purchasing decisions through an increasingly values-driven lens. A pivotal study reveals that two out of three Americans now say their social values actively shape their shopping choices. This fundamental shift doesn’t just influence what consumers buy but profoundly impacts how they engage with and respond to marketing and advertising.
For brands, this means that marketing content designed to resonate with a broad spectrum of groups within their target audience is not merely a good idea—it’s a practical and profitable imperative. The evidence is clear:
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Another study demonstrated the power of inclusivity, showing that an inclusive ad drove a significant 23-point lift in purchase intent, regardless of whether the person experiencing the ad was personally represented.
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Moreover, 75% of consumers state that a brand’s commitment to inclusion directly influences their purchase decisions. This commitment translates to tangible business growth, with inclusive advertising driving over 16% higher long-term sales and fostering 15% higher customer loyalty.
Despite these compelling market demands and proven financial benefits, the U.S. marketing industry still faces a significant challenge in representation. This gap not only represents a missed economic opportunity but also hinders the industry’s ability to create authentic, resonant, and ultimately effective campaigns. Active inclusivity isn’t just good for business, it’s the right thing to do.
“Through Lacek’s scholarship program, we’ve had the opportunity to support exceptionally talented students from diverse backgrounds who are passionate about marketing. Their drive, creativity, and intelligence represent the bright future of our industry,” reports Jenna Galazen, vice president, Data Intelligence, at The Lacek Group.
“We’re thrilled to offer financial assistance to these talented students to help them achieve their education goals,” adds Alexis Vaughn, senior account executive at Lacek.
The opportunity in action
When asked how the scholarship impacted her, 2025 winner Jessica said, “The Lacek Group’s support is a reminder that my story and dreams matter. As a first-generation student, I’m motivated to use marketing to uplift the voices of children that often go unheard and to create real change in my community. This scholarship fuels my passion to build a career that allows me to help brands tell meaningful, authentic stories.”
2025 winner, Quintrell also shared just how great of an impact the program made in his life, saying, “I’m going to college without the support or guidance of my parents. The thought of paying for tuition, books, housing, and other expenses has been overwhelming. This scholarship helped ease my mind and let me focus on my education, instead of how to pay for it. Going to college is a big step in the pathway I’m creating for my life.”
Now accepting applications for the sixth year, The Lacek Group’s scholarship program will award two students $5,000 each with majors in marketing, communications, business, finance, creative arts, analytics, program/project management, or computer science. As in previous years, one scholarship will be awarded to a Minnesota high school senior, and one will be awarded to a student currently attending a college in Minnesota or Wisconsin.
“Selecting our annual scholarship recipients is always our toughest challenge, but it’s a good problem to have,” says Rim Woldeslassie, HR business partner at The Lacek Group. “It truly gives us the chance to hear powerful, authentic stories from applicants eager to make a difference in the marketing industry. Our primary goal is to ensure this scholarship genuinely supports those who need it most. This crucial need for support will always be present, and our scholarship provides a meaningful way to empower students as they start on their academic journey.”
“The program reflects our focus on community involvement, financial support, and hiring practices. We hope that some of the scholarship recipients will eventually be hired by The Lacek Group,” Gunderson adds.
The nuts and bolts
The scholarships aren’t need-based, but applicants must meet the following criteria:
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Be a Minnesota resident
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Be a high school senior or college student going to college in Minnesota or Wisconsin
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Be from an underrepresented community with examples of overcoming obstacles
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Be enrolled or planning to enroll as a full-time student, with 12 credits or more at a college, a university, or an accredited arts school such as, MCAD, Dunwoody, etc. (if not a high school senior)
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Planning to major in marketing, communications, business, finance, creative arts, analytics, program/project management, or computer science
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Be in good academic standing
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May not be an employee or relative of an employee of Ogilvy or The Lacek Group
The Lacek Group’s scholarship is a one-time award; recipients aren’t eligible to receive the award a second time. However, those who aren’t selected are encouraged to apply again as long as they continue to meet the application criteria. Applicants who are unsure whether their major fits one of the qualifying categories are encouraged to apply and provide a description of their program of study.
Funds for this year’s winners will be disbursed in two equal payments: one in September 2026 and the other in January 2027. The scholarship may be used for tuition, enrollment fees, and other attendance-related expenses, including room and board; it may also be used for fees, books, supplies, and equipment required for courses.
One challenge of launching a scholarship program is achieving visibility to encourage a wide pool of applicants. Please share the opportunity with your network of colleagues in Minnesota.
For more information, or to apply, visit lacek.com/scholarship. The application deadline is April 15, 2026. Applications submitted after the deadline won’t be considered. Finalists will be contacted for a phone or online interview, and scholarship recipients will be selected and informed by June 30, 2026. Recipients of the scholarship will be featured on The Lacek Group’s website and social media.
The Lacek Group’s Scholarship Committee members are Anne Cuddy, Jenna Galazen, Emily Perry, Amy Steuart, Alexis Vaughn, and Rim Woldeslassie.
For more than 30 years, The Lacek Group has been perfecting the art and algorithms of brand devotion. We help world-class brands 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. The Lacek Group is an Ogilvy One company.
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