Luckie, one of the Southeast's top privately-held marketing agencies specializing in creative, data-driven solutions for challenger brands in healthcare, travel & tourism, consumer packaged goods, and financial services, has named Scott Gelber as Chief Executive Officer. With offices in Atlanta and Birmingham, Luckie's roster includes prominent clients like Alabama Tourism Department, Blue Cross Blue Shield of Alabama, RaceTrac, Rivian, and Regions Bank. Gelber's appointment signals a strategic push to accelerate growth amid rapid industry shifts.
Gelber brings extensive experience from Merkley+Partners, an Omnicom agency in New York, where he held roles including President and Chief Digital Officer. Under his leadership, the agency achieved significant expansion in media clients and healthcare revenue, positioning it as a digital-first operation. His career spans work with iconic brands such as Mercedes Benz, AstraZeneca, Novartis, Pfizer, Citi, White Castle, Florida's Natural, and BIC, equipping him to navigate complex markets with innovative strategies.
At Luckie, Gelber will prioritize enhancing the agency's creative, media, and analytics offerings to serve sectors primed for disruption. Drawing on his track record of rallying teams for business-impacting results, he will foster an environment that combines large-scale agency sophistication with Luckie's nimble, independent spirit. This approach will enable clients to adapt swiftly to evolving challenges, delivering work that sparks meaningful change.
Founded in 1953, Luckie has built a reputation for partnering with forward-thinking brands across healthcare, retail, financial services, and travel. Its client portfolio features key players like Regions Bank, Blue Cross Blue Shield of Alabama, Alabama Tourism Department, Visit Panama City Beach, Myrtle Beach Tourism, Alabama Power, Rivian, Southern Research, Spice World, and the U.S. Civil Rights Trail. As Tom Luckie, chairman of the board, stated: "Scott isn't here to just maintain the status quo — he's here to help us raise the bar. Our industry is changing at lightning speed, and we're committed to making sure our partners and our team members stay ahead of the curve. Scott has a history of producing innovative work and rallying teams to deliver business-changing results. This is exactly what's needed in today's marketplace."
Gelber echoed this vision: "Luckie's history is remarkable — but its future is where it gets really exciting. This is an agency with deep creative roots and an entrepreneurial independence that most shops can only wish for. My job is to pour fuel on that fire — to move faster, think bigger, and create work that drives meaningful change for clients."
Gelber's tenure as CEO positions Luckie to capitalize on its Southeast stronghold, blending proven digital strategies with regional agility to serve challenger brands effectively. This leadership transition reinforces the agency's commitment to innovation, ensuring sustained growth and client success in a competitive landscape.
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