DuPont Pioneer is closer in every way that counts.
    TLG helps an iconic agriculture brand build on its strengths.

    Since 1926 when future U.S. Vice President Henry A. Wallace helped found the "Hi-Bred Corn Company," this leading seed company has led the way in hybrid seed research and technology. With help from TLG, DuPont Pioneer continues to demonstrate that no other seed company is closer to the everyday challenges that today's growers face.

    Carnival Cruise Lines docks at Lacek.
    TLG named customer marketing agency of record.

    As a new agency for Carnival Cruise Lines, we'll be looking for compelling and creative ways to engage guests through print and digital media, based on insights gained from their extensive customer database. This means we now work with the world's leading airline, cruise line, car rental, hotel, automotive and financial brands.

    "Your Platinum Year" for SPG
    Starwood Preferred Guest and The Lacek Group use data for sheer delight.

    To help SPG add a new dimension to the typical "Happy Holidays" member message, The Lacek Group created a dynamic, highly data-driven and totally personalized landing page for 140,000 SPG Platinum Preferred Guests. When members logged in, they discovered a customized visualization of their membership accomplishments from the previous year. Industry blogs and members alike were all abuzz.

    Designing Ford emails to drive member visits.
    TLG helps Owner Advantage Rewards communicate on mobile platforms.

    With help from The Lacek Group, Owner Advantage Rewards® is transforming its member communications to include and emphasize mobile platforms. Members responded enthusiastically by doubling the number of clicks to view their account balances and special offers. Clicks to other recurring statement elements also dramatically increased.

    We're known by the company we keep
    Pretty impressive list, don't you think?

    For nearly two decades, we've been designing, building and optimizing complete, end-to-end CRM and loyalty solutions for clients in the travel, health sciences, retail, gaming, automotive, business-to-business, entertainment, broadcasting and other categories. We pride ourselves on our long, happy and mutually beneficial relationships with dozens of blue-chip companies.

About Lacek

  • “Ninety-nine percent of advertising doesn’t sell much of anything.”


    We have nothing against advertising — we not only produce it ourselves, we're owned by one of the greatest agencies in the world. But as the cost of acquiring new customers continues to rise, advertising's shotgun approach has to be complemented with the kind of work we do — data-driven customer engagement.

    At The Lacek Group, we help our clients preserve, protect and grow the value of their best customers through loyalty, one-to-one and CRM solutions, in addition to some traditional advertising. We create innovative programs that work across all media to build direct, personalized and lasting relationships, keeping consumers and brands connected. We do this by skillfully combining the science of data and the art of message.

    And as a specialty agency of Ogilvy & Mather, we often partner with the world's most respected agency network to break new ground with data-driven solutions for travel, health sciences, retail, gaming, automotive, business-to-business, entertainment, broadcasting and a host of other categories.

  • Bill Baker


    As President, Bill’s primary responsibility is overseeing the day-to-day operations of the Minneapolis office as well as representing Lacek within the Ogilvy network.

    His tenure at The Lacek Group includes leading some of the agency’s largest and most prestigious clients, including Starwood Hotels & Resorts and Walt Disney Attractions.

    Before joining The Lacek Group, Bill served as Corporate Vice President, Global System Development, for National Car Rental, where he directed worldwide franchise operations, quality management and partnership marketing efforts. As Vice President at National, Bill also led the sales team for high-value commercial accounts, representing over $700 million of system revenue.

    Bill holds bachelor of science and juris doctor degrees from the University of Minnesota, and he began his professional career as a private practice attorney.

  • Dan Knudsen

    Managing Director, Client Services and Managing Partner

    As Managing Director of The Lacek Group, Dan leads the team of client services, consulting and analytics professionals, and is responsible for strategic oversight and client relationships. Prior roles during his many years at the agency include Group Vice President of Account Services and Vice President of Consulting and Database Marketing.

    Prior to joining The Lacek Group, Dan served as Vice President, Worldwide Marketing, for National Car Rental and he played a key role in redefining the company’s overall strategic direction by authoring its segmentation strategy, which included The Emerald Club, National’s frequent-renter program.

    Before his 10+ year tenure at National, Dan held marketing and communications positions in the retail and health-care industries. Dan graduated from St. Cloud State University, Minnesota, with a bachelor of arts degree in journalism.

  • John Jarvis

    Chief Creative Officer and Managing Partner

    In his role as Chief Creative Officer, John directs a team of talented creative directors, designers, writers and interactive specialists in creating targeted and compelling messages and brand experiences for all Lacek clients.

    Before joining The Lacek Group, John ran a small marketing and creativity consulting firm called GIRAFFE, served as Chief Executive Officer and Chief Creative Officer for Colle+McVoy, and was an award-winning writer and creative director at various Minneapolis agencies, including Carmichael-Lynch, Martin|Williams, Fallon McElligott and others. John has also taught advertising and marketing classes at several universities, colleges and portfolio schools over the past 25 years, and spoken at conferences and industry events throughout the country.

    John holds bachelor of science and master’s degrees in Journalism and Mass Communication from the University of Minnesota. His plans of becoming a world-class architect ended after one too many creativity-stunting engineering classes.

  • Francesco Favazza

    Senior Partner, Group Account Director

    Francesco leads a portfolio of accounts including Ford Motor Company and Enterprise Holdings (Enterprise Rent A Car, National Car Rental, Alamo Rent A Car and WeCar). His deep travel industry experience contributed to the redesign and re-launch of National Car Rental's Emerald Club and Delta Air Lines SkyMiles programs. Other clients have included Aero California, JetBlue, Lending Tree, Jaguar, Bristol-Meyers Squibb/Sanofi and Swissair, Sabena and Austrian airlines.

    Francesco began his career at Northwest Airlines, first managing airline partnerships for the WorldPerks frequent-flyer program and then managing the Pacific and Atlantic travel agency consolidator sales programs.

    Francesco holds a Bachelor of Science degree in Aeronautical Science from Embry-Riddle Aeronautical University, Florida and a Master of Business Administration degree from the Carlson School of Management at the University of Minnesota.

  • Tim Manoles

    Senior Partner, Consulting and Strategic Alliances

    Tim specializes in developing and managing customer loyalty solutions for both consumer and business audiences. Tim has led loyalty engagements with a variety of recognized category leaders, including Polo Ralph Lauren, American Express Travel, Northwest Airlines, Cox Communications, Swissôtel, Centocor, GSK, Musicland, Franklin Covey, Foundation Health Systems and Ford Motor Company. Tim also leads The Lacek Group’s efforts in devising, negotiating and managing strategic alliances among the agency’s clients and their partners.

    Before joining The Lacek Group, Tim’s career included tenures at Carlson Marketing Group and West Publishing, where he quickly established himself as a recognized thought leader among direct and loyalty marketing practitioners.

    Tim received his bachelor of science degree in economics from Westmont College, California, and his management information systems post-graduate degree from the University of Minnesota.

  • Julie Bustos

    Senior Partner, Interactive and Information Services

    As the leader of the technology group at The Lacek Group, Julie leads a team of innovative interactive marketing strategists and developers who design and execute digital marketing campaigns, which combine data-driven content and world-class creative across all Lacek clients.

    In addition, Julie and her team are responsible for the ongoing evolution of the technology infrastructure that securely houses and mobilizes marketing’s greatest asset: data.

    Prior to joining The Lacek Group, Julie was an Information Systems Engineer for the Wisconsin Sea Grant Institute, and was responsible for launching its acclaimed educational website long before the corporate world really even knew what websites were.

    Julie earned her bachelor of arts degree in economics with mathematical emphasis at the University of Wisconsin — Madison.

  • Chris Hoffman

    Senior Partner, Human Resources and Corporate Communications

    Chris focuses on recruiting, training and retaining the agency’s most significant asset: its talented people. She also heads up corporate communications and facilities management for The Lacek Group.

    Prior to joining The Lacek Group, Chris was Human Resources Director at Carlson Marketing Group. She also led human resources for manufacturing, financial services and consulting companies.

    Chris graduated from the University of Wisconsin-Eau Claire with a bachelor of arts degree in psychology and business administration, and she received her master’s of arts degree in industrial relations from the University of Minnesota’s Carlson School of Management.

  • Ruth Kranick

    Senior Partner, Finance and Accounting Services

    Ruth leads The Lacek Group’s Finance and Accounting functions, with responsibility for budgets and forecasts, financial reporting and analysis, and client pricing, billing and contracts.

    Prior to joining The Lacek Group, Ruth spent several years in accounting and office management positions at a relocation company, where she managed key areas of the business, including finance, office operations, insurance and technology.

  • Randy Olson

    Senior Partner, Account Services

    Randy spearheads the Ameriprise Financial Services account. He has worked with consumer and business-to-business clients to create data-driven, high-impact communications, including ads, collateral, direct response vehicles, sweepstakes, trade show promotions, newsletters, websites and email campaigns. He has led initiatives for clients including U.S. WEST Dex, MCI, Velocity Express, MilePoint, EDS, Centrobe, Tupperware, Sun Country Airlines, OAG, Polar Tank, Grand Casino and Swissôtel.

    Before joining The Lacek Group, Randy was communications director with Varitronic Systems, Inc., where he managed an in-house advertising agency.

    Randy has a bachelor of arts degree in psychology and journalism from the University of Minnesota.

  • Jon Fjalstad

    Senior Partner, Account Services

    Jon leads our new Carnival Cruise Lines account, as well as U.S. Bank and American Family Insurance.

    In the past, he has led several program design and redesign efforts for premier airline clients, including Delta Air Lines, Emirates Airlines, LanChile Airlines and Scandinavian Airlines.

    Jon also completed two separate assignments in Singapore, where he opened and managed The Lacek Group's first office outside the U.S. Jon consulted with a consortium of airlines on implementing and managing one of Asia's first frequent flyer programs. He also led the development of a business-to-business loyalty program for Cisco Systems and led direct marketing initiatives for Singapore Airlines, FedEx, Pan Pacific Hotels and Resorts and Starwood Hotels & Resorts.

    Prior to joining The Lacek Group, Jon worked at Northwest Airlines, where he managed partner relationships for the WorldPerks frequent-flyer program.

    Jon received his bachelor of arts degree from the University of St. Thomas, St. Paul, MN, where he majored in business administration and marketing.

  • Stephanie Ricke

    Senior Partner, Group Account Director

    Stephanie has been with The Lacek Group since 2007, and today oversees a portfolio of accounts that include Starwood, U.S. Bank, American Family Insurance, Disney and others.

    Since joining TLG, Stephanie has led efforts across all her accounts to develop program innovations, secure deeper relationships with customers and create dynamic lifecycle communications. Her marketing initiatives have consistently driven increased revenue while responding to the ever-evolving needs of her clients.

    Prior to joining Lacek, Stephanie was Director of Marketing at eqLife, a new retail concept of Best Buy. Earlier in her career she was an executive at Accenture, working with a number of Fortune 500 companies, including Best Buy, Gap, JCPenney, United Health Group and others, helping them improve their organizational efficiencies and communications strategies.

    Stephanie has a Bachelor of Arts degree in Advertising and Communication from Purdue University.

  • Danika Hoffmann

    Senior Partner, Global Business Development

    Danika leads our Business Development group, marshaling the resources of TLG — and other Ogilvy offices — to introduce customer engagement marketing to new clients.

    Throughout her tenure at TLG, Danika has served in many roles and worked with numerous clients, including Allstate, Ameriprise Financial, Dell Computer, Disney Parks & Attractions, Ford Motor Company, jetBlue Airways, Philippine Airlines, Swissôtel/Raffles International, The Musicland Group, Theatre de la Jeune Lune and U.S. Bank.

    Her work over the years includes significant contributions to the national rollout of the Ford Motor Company loyalty program, the development of a loyalty concept for Dell Computer's Small and Medium Business division, strategy development for the launch of a new travel rewards card for U.S. Bank and recommendations for insights-driven loyalty programs for a global beauty brand.

    A Minnesota native and fluent in two languages, Danika earned her Bachelor of Business Administration degree from the University of Wisconsin-Eau Claire.

  • Randy Gunderson

    Senior Partner, Group Account Director

    Randy is a Senior Partner, Group Account Director leading our United Airlines and J.P. Morgan Chase client engagements. He has over 20 years of experience developing strategy and applying data analytics to acquire, engage and retain our clients' customers.

    Prior to working on United and Chase, Randy lead the agency's relationship on Starwood Hotels and Resorts where he managed a cross-functional team in the development and execution of award-winning work for the Starwood Preferred Guest program.

    Over the years, he's worked with a wide variety of clients across many different product categories, including Best Buy, Capital One, Musicland, Grand Casino, Deluxe and LanChile Airlines. He began his career in Finance and Marketing at Damark International. Randy earned a Bachelor of Arts degree in Economics from Gustavus Adolphus College in St. Peter, MN.

  • Tyler Love

    Senior Partner, Account Services

    Tyler has been with The Lacek Group since 2004. Today he leads the Enterprise Holdings Inc. (EHI) account, managing the loyalty programs for Enterprise Rent-A-Car, National Car Rental and Alamo Rent A Car. Tyler also leads customer engagement efforts for Enterprise Car Sharing and Enterprise Car Sales. Prior to his work with EHI, he led the client service team that managed the award-winning Starwood Preferred Guest program.

    Before joining The Lacek Group Tyler worked in New York for TLG's parent company Ogilvy & Mather, developing direct marketing strategies for IBM and American Express. He also led several marketing initiatives at Euro RSCG in Chicago for Citigroup, National City Bank and United Health Care.

    Tyler has a Bachelor of Arts degree in Marketing and Management from the University of Kentucky.

  • Evan Davies

    Senior Partner, Group Account Director

    Evan joined The Lacek Group in 2012 to lead TLG's agricultural marketing practice, which includes the DuPont Pioneer and DuPont Crop Protection accounts in the U.S.

    He leads a team that provides a broad range of integrated marketing communications services, including account planning; media advertising; digital strategy and execution; public relations; custom publishing; trade show support; database marketing; campaign analytics and more.

    Prior to coming to TLG, Evan was Executive Vice President at McCormick Company in Kansas City, and has held other senior account service positions at agencies in Kansas City, Atlanta, New York and St. Louis.

    Evan has an undergraduate degree in Journalism from the University of Missouri and an MBA from St. Louis University.

  • Brad Fiery

    Senior Partner, Marketing Analytics and Campaign Operations

    Brad joined The Lacek Group in 2009 and today leads a team of TLG data scientists who build analytically inspired communications. His team also works to improve the performance of communications and communication strategies through rigorous measurement and testing. His deep enterprise analytics experience helps him assist clients who are tackling some of the world's largest customer and loyalty data challenges.

    Brad's work touches nearly every TLG client, including Carnival Cruise Lines, Starwood Hotels & Resorts, Enterprise Rent-A-Car, Ford Motor Company, United Airlines and U.S. Bank.

    Prior to joining TLG, Brad was the Global Analytics Leader for GE Capital Americas. He led global analytics for Commercial Real Estate, Commercial Finance, and Consumer Finance in the Americas. His CRM analytic responsibilities included all retail consumer credit cards including those for Walmart, Sam's Club, The Gap, PayPal and Lowe's.

    Brad earned his MBA at the Carlson School of Management.



Building direct relationships with our clients’ best customers requires that we live and work at the intersection of data and creativity. But those two words only begin to describe our broad range of services and disciplines. On a daily basis, for every account, we’re involved in:

Program Development
CRM strategy, program design and optimization, loyalty tracking technology, program economics, research, customer data analysis, competitive benchmarking.

Marketing Analysis
Promotion effectiveness tracking and analysis, campaign segmentation, response modeling, experimental design and execution.

Interactive Solutions
Websites, microsites, promotional registration, emails, profile management, training systems, sales tools.

Creative Services
Brand identity, graphic design, collateral, digital, interactive, games, social and emerging media, print and digital production.

Information Services
Design, development, delivery and support of database systems; database development, data audits, data interchange and integration, and security.

Strategic Alliances
Program partner sourcing; promotional and co-brand partnerships; identification, solicitation, negotiation and management.



“Hire people who are better than you are, then leave them to get on with it. Look for people who will aim for the remarkable, who will not settle for the routine.”


Located in the heart of downtown Minneapolis, the Lacek Group fosters a casual workplace atmosphere where communication, creativity and collaboration thrive. Most of our new hires are recommended by current Lacek employees — a great testimony to the healthy culture we enjoy.

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  • 01.08.15
    The Lacek Group Promotes Schultz to VP, Account Director
    ... made significant contributions on TLG’s work for Starwood for nearly a decade...
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    ...brings an incredible amount of results-driven, e-commerce experience to the agency, helping to expand our customer-relationship expertise..."
    Read more
    The Lacek Group wins Silver ECHO Award with Carnival Cruise Lines
    ...for the agency’s first comprehensive customer-engagement effort with Carnival titled the “Carnival Cruise Lines Wave Campaign.”...
    Read more

  • 10.28.14
    The Lacek Group's Fjalstad and Hoffmann to Speak at DMA2014 Conference & Exhibition
    ...Fjalstad and Hoffmann will deliver a highly engaging presentation entitled “Navigating Customer Engagement: A Carnival Story,” ...
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    The Lacek Group Employees and Families Raise $2,260 for Cancer Cause
    ...this year’s event was themed the “TLG Jamboree,” with kids ages 5-18 joining their parents at work to help plan, promote and host...
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    The Lacek Group Wins Five Telly Awards
    ...excited to be recognized this year for our work with U.S. Bank, a longstanding TLG client, and proud of the continued success we’ve achieved for DuPont Pioneer...
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    The Lacek Group Contributes More Than $10,000 to Feeding America, Local Food Shelves
    The Lacek Group will be looking to find additional ways to engage employees in hunger-related efforts in the year ahead.
    Read more
    Firm Digs Deep to Gain, Keep Customer Loyalty
    The Lacek Group takes loyalty marketing to new data depths as it seeks to connect with consumers on multiple levels
    Read more
    The Lacek Group Takes Home Honors at National Agri-Marketing Awards
    ... received four first-place awards from the National Agri-Marketing Association (NAMA) at its Best of NAMA show...
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  • 05.17.11
    Wildenauer named a Twin Cities Woman to Watch
    ...On behalf of the entire team here, we are thrilled to have Michelle receive this award,” said Dan Knudsen...
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    The Lacek Group Enhances Strategic Services, Announces Promotions
    ...TLG has doubled its revenue over the past four years, and now the agency has enhanced its offerings by creating a dedicated Strategic Services group to support its roster of clients...
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    ... TLG employees held special activities to help raise the funds that went to support eight cancer organizations...
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    Lacek Team Named Finalist In Web Challenge
    ...experts from The Lacek Group were among the teams named as top finalists ...
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    The Lacek Group donates $2,500 to Leonardo's Basement
    ...in honor of TLG’s Platinum Sponsorship of the 2013 Minnesota Interactive Marketing Association’s Annual Summit...
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    The Lacek Group Sponsors 2013 MIMA Summit
    Agency launches “text to vote” campaign to support local creative, tech industry non-profits
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  • 08.26.10
    Lacek's Virtual Tour for National's Emerald Aisle
    ...developed an online tutorial giving customers a virtual tour of this one-of-a-kind rental process...
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    The Lacek Group Promotes Fiery to Senior Partner
    ...has been an integral part of our agency’s growth, leading a critical practice area for the customer engagement industry,"...
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    The Lacek Group Secures Carnival Cruise Lines Account
    ...excited for this opportunity to apply our customer-relationship marketing, digital and data experience in partnership with Carnival to deepen the engagement of their travelers...
    Read more
    ...were among the very first pieces we produced for DuPont Pioneer,” said John Jarvis, Chief Creative Officer, TLG. “Our success credits the very talented team we assembled to handle this exciting...
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    The Lacek Group and DuPont Pioneer Win at National NAMA Awards
    Entering for the first time, The Lacek Group was awarded a first place win for a video produced to celebrate the 4H legacy of DuPont Pioneer...
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    The Lacek Group Congratulates MileagePlus, 2012 DMA Marketer of the Year
    ...proud to collaborate with MileagePlus and its other marketing partners to help 90 million MP members understand and optimize the features and benefits of the world's most rewarding program...
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  • 07.25.12
    The Lacek Group Named Agency of Record for DuPont Pioneer
    ...agency to help move grower communications in exciting new direction...
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    The Lacek Group named Direct Marketer of the Year
    ...annual award pays tribute to an organization in the Upper Midwest that elevates the stature of the direct marketing industry through its innovation, leadership, technical application...
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    The Lacek Group helps launch Enterprise Plus
    ...all aspects of the Enterprise Plus development, from performing program analytics to developing communications and collateral, including the new member Web portal and all program credentials...
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    Car rentals evolved, but loyalty programs still in style
    ...A Minneapolis marketing firm helps National and other agencies keep on top of customers' needs and wants...
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    DirectDesign and U.S. Bank Gold ARC Award Winner
    ...awarded two Gold ARC Awards by the Midwest Direct Marketing Association...
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    The Lacek Group named a Top Workplace
    ...recognizes the most progressive companies in Minnesota based on employee opinions about company leadership, communication, career opportunities...
    Read more
  • 11.01.10
    DirectDesign Wins Gold ECHO for FlexPerks Launch
    ...smart data-driven strategies to generate card activity, was recognized at the 2010 DMA (Direct Marketing Association) International ECHO Awards...
    Read more

Contact Us


The Lacek Group

  • A Specialty Agency of Ogilvy & Mather.
  • 900 2nd Avenue South (Google Map)
  • Suite 1800
  • Minneapolis, MN 55402
  • t: 612.359.3700
  • f: 612.359.9395
  • info@lacek.com
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