Labelium Group Press

Labelium Americas launches “Labelium Play”

The global e-commerce performance agency Labelium, which specializes in e-retail, media and consumer performance, is diversifying its offering by launching Labelium Play, a full service division dedicated to high engagement platforms such as video, gaming, audio & high impact display. The new unit, designed to accelerate the agency’s rapid growth in the North American market, will be based in Chicago and led by Clayton McLaughlin, Managing Director of Labelium Chicago. Labelium Play was initially launched earlier this year in Europe, by Lucia Gonzalez Moreno, from Madrid in Spain. With these 2 headquarters, Labelium Play will support Brands in their engagement objectives from a local and global level.

What is Labelium Play?

Labelium Play is essentially a digital media planning and buying service that integrates brands into today’s high engagement platforms. This includes relevant video, audio and gaming  platforms such as Youtube, Spotify and Twitch. As a full service programmatic offering, Labelium Play also manages channels such as Connected TV, Digital Out Of Home, Native and Display. 

What makes Labelium Play different?

In addition to high engagement partnerships, Labelium Play’s primary differentiator is its unique approach to evaluating data at source. The resulting higher-quality data, paired with Labelium Play’s commitment to higher standards, ensures higher campaign performance and brand-safe, fraud-free and privacy compliant executions that regularly outperform industry benchmarks and averages. In short, Labelium Play’s campaigns consistently drive more meaningful engagement with a strong focus on maintaining a brand’s integrity. The full programmatic solution is complemented by an integrated content solution that revitalizes existing creative assets to seamlessly extend brands into new channels, maximizing a brand’s campaign budget on a whole new level.  

Integration of creative and media

Our integrated content solution provides specific creative insights that lead to better performing owned and earned assets while also informing smarter media planning.

Clayton McLaughlin, Managing Partner of Labelium Play

Labelium Play puts the agency in the strategic brand integration and content creation game,” said McLaughlin. “Not only can we place our clients in an array of digital entertainment formats through mediums like video, display, digital out of home and other programmatic platforms, but we can also create content for products on Amazon, and we can do that internally or with our partners, the brands themselves or creative agencies. From our perspective, creative and media should be integrated, not sequential. It’s usually one before the other. Our integrated content solution provides specific creative insights that lead to better performing owned and earned assets while also informing smarter media planning. Creative and media are working in tandem to create a well rounded campaign.”

Improving upper funnel services

“The idea behind Labelium Play is to improve the services in the upper end of the marketing funnel for our clients,” said Alexis de Laurens, Chief Marketing Officer Labelium Americas. “Labelium already has deep expertise in the lower end or foundation of the funnel, within e-commerce conversion. Labelium Play elevates the agency’s skillset, driving more engagement and consideration of brands through the creation of content and seamless integration into content. The offer focuses on entertainment formats with the potential of entertaining consumers and generating stronger, more organic connections with brands.” 

A significant step forward for Labelium

Labelium Play’s services will be driven by a dedicated team based in Chicago and directed by McLaughlin. It will also tap into individual talents and teams across the breadth of the global agency, harnessing Labelium’s broad access to insights, data and technology in order to generate brand impact and cultural relevance.  

“Labelium Play is a significant step forward for the agency and our clients,” said McLaughlin. “For years, the digital entertainment and gaming space has been an evolving resource for brands. Lately, the global health crisis has ramped up the relevance of digital platforms as critical touchpoints for consumer connection. We are responding to this development by providing our clients with services that place them at the center of the action.”

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