The Lacek Group Appoints Randy Gunderson as CEO, Advancing the Agency’s Leadership in Loyalty and CRM
Gunderson succeeds the exceptional 25-year leadership of Bill Baker as he steps into a chairman role
MINNEAPOLIS, MN – May 28, 2025 – The Lacek Group, an Ogilvy One agency specializing in customer loyalty and CRM, today announced the appointment of Randy Gunderson as chief executive officer. Gunderson brings a wealth of experience and a deep understanding of The Lacek Group's clients, culture, and the evolving landscape of customer loyalty and data-driven engagement. He most recently served as the agency’s senior vice president, Account Services, a role in which he has been instrumental in fostering long-term client relationships and their success. His appointment underscores the agency's commitment to its people and its continued focus on delivering innovative solutions for world-class brands.
Gunderson succeeds Bill Baker as he transitions from CEO to a chairman position until his planned retirement later this year. Baker first joined The Lacek Group in 1996 and has served as CEO since 2000, leading significant growth and marketplace recognition as an industry leader.
"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 Randy 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.”
In addition to Gunderson's appointment, The Lacek Group announced that Michelle Wildenauer will take on an expanded leadership position as executive vice president, Client Services and Strategy, overseeing both client and strategic development. This move will enhance the agency’s focus on delivering integrated and high-impact solutions to help clients exceed their business and customer goals.
"It has been an incredible privilege to lead The Lacek Group for 25 years," said Bill Baker. "I am immensely proud of what we have accomplished together, and I am confident that Randy and Michelle, together with the entire leadership team at Lacek, 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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