The Lacek Group, an Ogilvy One agency and long-time leader in customer loyalty and CRM, has announced the appointment of Randy Gunderson as its new Chief Executive Officer. Gunderson, formerly SVP of Client Services, steps into the role with over two decades of experience in loyalty marketing, a deep understanding of The Lacek Group’s client relationships, and a strategic vision for the future of personalized customer engagement.
Leadership Transition Signals Strategic Continuity
Gunderson succeeds Bill Baker, who will serve as Chairman until his planned retirement later this year. Baker has been with The Lacek Group since 1996 and held the CEO role for nearly 25 years, during which he led the agency through significant growth, industry recognition, and its evolution into a best-in-class loyalty and CRM powerhouse.
Quote from Randy Gunderson:
“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. 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.”
Michelle Wildenauer Promoted to EVP, Client Services & Strategy
As part of the leadership evolution, The Lacek Group has also elevated Michelle Wildenauer to Executive Vice President, Client Services and Strategy. Wildenauer will expand her role in leading integrated, high-impact solutions for the agency’s global client base.
🡒 Her promotion reinforces the agency’s commitment to strategic growth, creative innovation, and outcome-driven customer experiences.
Commitment to Loyalty Innovation and Data-Driven Growth
The Lacek Group continues to invest in its unique blend of loyalty strategy, data science, and personalized communications. With new leadership at the helm, the agency is poised to deepen its client relationships and accelerate business growth in an increasingly dynamic marketing landscape.
Quote from Bill Baker:
“It has been an incredible privilege to lead The Lacek Group for 25 years. I am immensely proud of what we have accomplished together, and I am confident that Randy and Michelle are the right people to guide the agency into the future.”
With Randy Gunderson taking the reins as CEO and Michelle Wildenauer expanding her leadership role, The Lacek Group is entering a new chapter defined by continuity, innovation, and deepened client value. Backed by Ogilvy One and its legacy of strategic excellence, The Lacek Group remains committed to advancing the future of customer loyalty and CRM.
