# The Lacek Group

> The Lacek Group is a Minneapolis marketing agency that designs loyalty programs, runs customer engagement campaigns and connects analytics with creative production. Its clients include travel, retail and consumer brands. Founded in 1993, it is owned by WPP and now identifies itself as part of WPP Enterprise Solutions.

- **Founded:** 1993
- **Headquarters:** Minneapolis, United States
- **Founders:** Mark Lacek (Co-founder), Peter Brennan (Co-founder)
- **Products:** Loyalty and Membership, Engagement Marketing (CRM), Experience Design, Creative Expression, Total Customer Value Management
- **Notable:** Recognized as a Leader in The Forrester Wave: Loyalty Service Providers, Q3 2021, as reported by Ogilvy., Celebrated its 30th anniversary in 2023., Reports 15% incremental net revenue and a 70% decrease in repeatable tasks in an unnamed co-branded card personalization case; client-reported case-study outcomes are not general performance guarantees.

## Products & services

- **Loyalty and Membership** — Program economics, design, launches and ongoing optimization.
- **Engagement Marketing (CRM)** — Lifecycle communications, campaign operations and measurement.
- **Experience Design** — Journey mapping, tier strategy and digital member experiences.
- **Creative Expression** — Brand positioning, campaign copy, design and production.
- **Total Customer Value Management** — A proprietary framework incorporating financial and relationship measures.
- **Personalization** — Coordinates data, decisions, content, delivery and measurement across channels.
- **CODA** — Create Once Distribute Anywhere: content automation that complements existing marketing platforms.

## Achievements

- Recognized as a Leader in The Forrester Wave: Loyalty Service Providers, Q3 2021, as reported by Ogilvy.
- Celebrated its 30th anniversary in 2023.
- Reports 15% incremental net revenue and a 70% decrease in repeatable tasks in an unnamed co-branded card personalization case; client-reported case-study outcomes are not general performance guarantees.

## Latest updates

- **2026-07** — Published Reimagining Customer Loyalty by Leanne Cordes and John Jarvis, explaining its Brand Devotion framework.
- **2025-12** — Published its Trends 2026 report on December 18.
- **2025-05** — Named Randy Gunderson CEO and expanded Michelle Wildenauer’s leadership role.

## Links

- Website: https://lacek.com/
- LinkedIn: https://www.linkedin.com/company/the-lacek-group/
- Twitter/X: https://twitter.com/TheLacekGroup
- Instagram: https://www.instagram.com/thelacekgroup/
- Facebook: https://www.facebook.com/thelacekgroup/

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Profile page: https://yespress.io/the-lacek-group
Published by YesPress — https://yespress.io
Last updated: 2026-10-25