The Lacek Group Promotes Amy Van Ert to Group Executive Creative Director

The Lacek Group, an Ogilvy agency specialising in customer loyalty and CRM, have promoted Amy Van Ert to group executive creative director.

A creative leader at the agency for 20 years, Amy will guide Lacek’s creative department into its next chapter, advancing the agency’s work at the intersection of loyalty strategy, data, and compelling brand storytelling.

Previously SVP, group creative director, Amy has spent the past several years shaping brand strategy and raising the creative standard across Lacek’s client portfolio, including Marriott International, Dunkin’, United Airlines, and Starwood Hotels & Resorts. In her new role, she’ll join Lacek’s executive leadership team, set the agency’s creative vision, and develop the next generation of creative talent.

Her appointment follows the planned retirement of chief creative officer John Jarvis, who is departing after 17 years. During their long and dynamic partnership, Amy and John combined distinct perspectives and strengths—sharpening Lacek’s creative output and advancing its reputation across the marketing industry. Together, they helped connect data-informed loyalty programs with powerful brand narratives, earning national recognition, and supporting the agency’s growth with leading global brands.

“Amy has been a creative force at Lacek for over 20 years, managing and mentoring an entire generation of creatives here,” said Randy Gunderson, CEO of The Lacek Group. “She’s well-loved and admired and has been a great creative partner on our largest account, Marriott, for many years. She’s the right person to lead this creative group forward with the many opportunities presented by WPP’s new growth strategy. I’m proud to welcome her to our executive leadership team.”

Amy joined The Lacek Group in 2006 to support the newly won U.S. Bank business — a launching point for a career that has since spanned leadership roles across the agency’s creative organisation. Known for empowering cross-functional teams to translate strategic insights into award-winning work, she’s a trusted creative partner to some of the world’s most iconic brands and a mentor to generations of Lacek creatives.

“It’s been a privilege to partner with John to shape the creative footprint of The Lacek Group,” said Amy. “His impact on our agency, our clients, and my own journey is immeasurable. I’m beyond excited to step into this leadership role, especially at such a dynamic time in the industry. Change is a powerful source of creative energy and exactly what we need to forge a new path ahead. I’m thrilled to lead our next generation of creative direction and champion everyone on our team as we elevate the power of Brand Devotion with high-impact storytelling.”

John, who joined Lacek in 2009, helped double the size of the agency and attracted a wide range of national clients seeking to brand and rebrand their loyalty programs. Prior to Lacek, he served as CEO and chief creative officer at Colle+McVoy and held senior creative and management roles at Fallon Worldwide, Martin Williams, and Lynch Jarvis Jones. Beyond the agency, he chaired the marketing committee for Super Bowl LII in Minneapolis and has taught advertising courses at several universities.

“I’ve been blessed to have an amazing career in this business, and I’m so fortunate to have spent the last 17 years at The Lacek Group,” said John. “Only retirement could tear me away from my brilliant colleagues doing best-in-class work in loyalty, CRM, and data-driven strategy and communications.”

Amy assumes her new responsibilities immediately, following a seamless internal transition period.