Brooks Luquire Named ‘Most Admired CEO’ in Agency’s Most Successful Year to Date 

Luquire agency grew new business by 28% and saw 24% organic growth among existing clients 

The Charlotte Business Journal has named Luquire CEO Brooks Luquire a “Most Admired CEO” for his impactful leadership in his first full year as the integrated agency’s chief executive, steering the nearly 40-year-old firm to its most successful year of growth in company history. 

Luquire assumed the CEO role in December 2021 when his father, Steve, who co-founded the agency in 1984, moved into the chairman’s role. Under Brooks’ direction, in 2022 the agency saw 28% new business growth with the onboarding of major new clients including Nucor, Harris Teeter, Simon Property Group, OrthoCarolina, Elon University and Honeywell. The Charlotte-based, fully integrated independent firm, which is comprised of approximately 60 employees working remotely across the country, also saw 24% organic growth among existing clients. 

Championing the agency’s new brand position, “For the Uncomfortably Ambitious,” Brooks’ most deliberate goal as CEO has been to develop a deep bench of high-level talent across the agency, which began with the strategic decision to fully embrace flexible work. This intentional adjustment has been a driving force in boosting recruitment and retention across the board, allowing the agency to explore top talent without geographic boundaries. In the past year, Luquire has seen an employee retention rate of 97% and made noteworthy director-level hires in media, analytics and brand strategy – all individuals who, without this updated policy, would not have been available to the firm. 

“While I am humbled by this honor and grateful for the recognition, I’m most excited about the dynamic team we’ve been able to assemble and the remarkable work we’ve been able to deliver as a result,” said Brooks. “I know firsthand that an agency that aspires to greatness is only as good as the talent it amasses, and I come to work each day energized and inspired to work with and learn from my 60+ teammates across the country.” 

Over the past year, Brooks and the agency’s leadership team have made culture a top priority, shepherding a new goal-oriented, structured approach to managing the enterprise. Brooks spearheaded the implementation of a new framework that flows from the agency’s Executive Leadership Team down to each frontline employee to ensure team members across disciplines recognize how their individual contributions ladder up to agency and client success.  

In addition, Luquire leadership helped initiate a new agency core value called Kindor, a mix of kindness and candor that provides constructive insights while enriching relationships. The agency’s Brooks-led, Kindor-based initiatives are plentiful, including implementing a weekly all-hands call championing the company’s “Uncomfortably Ambitious” persona, semi-annual all-team gatherings to build camaraderie and chemistry, and quarterly updates that include total transparency on progress toward financial and other goals, helping everyone stay engaged and informed.  

“One of Luquire’s core values is ‘Heroes need not apply,’ a nod to the fact that our agency is at our best when we work together, but Brooks is every bit a hero to his colleagues, spearheading our agency’s collective transformation in a purpose-driven effort to help our clients win,” said Luquire President Stephanie Spicer. “Brooks is also the most dedicated team player out there, always the first one to give recognition to others. We could not think of a person more deserving and are so proud of Brooks for receiving this honor.” 

An important component of the “Most Admired CEO” criteria is service to the community. Brooks recently concluded a three-year chairmanship of the Charlotte chapter of the Leukemia & Lymphoma Society and remains actively engaged in the organization. He serves on the board of the National Junior College Athletic Association (NJCAA) and is a member of the NJCAA’s Community Engagement Committee and the True Blessings Steering Committee for Roof Above. Brooks is also a Regional Advertising Committee Member of the American Association of Advertising Agencies (4A’s), a partner at Free Range Brewing and an assistant coach for Myers Park Trinity Little League.