LONDON – 8 July 2025 – Labelium, a leading global marketing company, today announced the acquisition of generative engine optimisation firm, reegen.ai. With this acquisition, Ben Gibson who founded reegen.ai will step into the role of UK CEO at Labelium, partnering with UK Managing Director Nina Durasevic, to drive further expansion in the UK market.
Labelium is a global marketing company with experts in 18 countries spanning four continents. The agency harnesses the connected power of Media, Commerce, Creative, Data, and Technology to help the world’s most forward-looking brands to stay ahead of the curve. Its clients include prominent names such as L’Oréal, LVMH, Lacoste, Decathlon, Jimmy Choo and Warner Bros.
This strategic acquisition comes at a time when AI-driven discovery is becoming central to user experiences across channels. reegen.ai’s expertise will seamlessly integrate into Labelium’s comprehensive omni-channel offering, enabling the agency to further harness the power of generative AI for its clients.
“Labelium have always been leaders in digital marketing performance, and the union with reegen.ai continues this forward-thinking approach,” said Ben Gibson. “As audiences migrate to AI-first discovery we will together ensure that our global clients can shape their perception across the full spectrum of media. The UK business is in an excellent position due to the work of Nina and her team, and I’m looking forward to building upon that strong base and expanding the solutions we bring to our UK clients.”
Nina Durasevic, UK MD at Labelium, commented, “Ben’s deep expertise in generative AI will be instrumental as we continue to accelerate Labelium’s growth in the UK. This acquisition strengthens our ability to deliver next-generation solutions and provides us with a unique advantage in an ever-competitive digital marketing space.”
“At Labelium, our mission is to detect and aggregate consumer intent to build high-performing digital media strategies for our clients. The rise of Generative Engine Optimization (GEO) is very much part of this evolving landscape, unlocking new ways to capture intent. Acquiring reegen.ai was therefore a natural next step, allowing us to continue anticipating our clients’ needs and keeping them at the forefront of market transformation.”
About Labelium
Founded in 2001, Labelium is a global marketing agency with experts in 18 countries across four continents. The agency leverages the connected power of Media, Commerce, Creative, Data, and Technology to help the world’s most forward-looking brands stay ahead of the curve. Its clients include prominent names such as L’Oréal, LVMH, Club Med, Tommy Hilfiger, Lacoste,TAG Heuer, Dior, Decathlon and Warner Bros.
About reegen.ai
reegen.ai is a pioneer in generative engine optimisation, empowering global brands to unlock new opportunities in media and AI-driven technologies. The company leverages advanced AI capabilities to transform brand influence, enhancing how AI surfaces and recommends information, ultimately improving decision-making for businesses.
