Luckie Names Scott Gelber Chief Executive Officer to Lead Next Phase of Agency's Growth

BIRMINGHAM, Ala. and ATLANTA, Oct. 6, 2025 /PRNewswire/ -- Marketing agency Luckie announced today that Scott Gelber is the company's new Chief Executive Officer, marking a key leadership transition as the firm looks to accelerate growth across the Southeast.

Gelber joins Luckie after nearly 25 years at Merkley+Partners, a New York-based Omnicom agency, where he most recently served as President. His background includes leadership roles across media, data, and technology, including tenure as Chief Digital Officer. Since 2018, Gelber has doubled the size of the agency's media clients, achieved exponential revenue growth in the firm's healthcare roster, and led an aggressive transformation to move the agency into a digital-first position. Over the course of his career, Gelber has worked extensively with global brands, including Mercedes Benz, AstraZeneca, Novartis, Pfizer, Citi, White Castle, Florida's Natural, BIC, and more.

At Luckie, Gelber will focus on expanding the agency's creative, media, and analytics capabilities while driving growth across categories that are ripe for innovation and willing to challenge conventional thinking. He will play a lead role in shaping Luckie's future, combining his big-agency experience with the agility and entrepreneurial spirit at Luckie to help clients move smarter and quicker through complex markets.

"Scott isn't here to just maintain the status quo — he's here to help us raise the bar," said Tom Luckie, chairman of the board at Luckie. "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."

Founded in 1953, Luckie has offices in Birmingham and Atlanta and partners with leading brands across healthcare, retail, financial services, travel, and more. Luckie's client roster includes, among others, 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.

"Luckie's history is remarkable — but its future is where it gets really exciting," said Gelber. "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."

SOURCE Luckie and Company