Labelium acquires reegen.ai & names Ben Gibson UK chief executive

Labelium has acquired generative engine optimisation firm reegen.ai and appointed Ben Gibson, founder of reegen.ai, as its new UK CEO.

The move sees Ben Gibson joining Labelium in partnership with UK Managing Director Nina Durasevic, aiming to drive the company's expansion within the UK market. Labelium operates internationally, with a team of experts spanning 18 countries on four continents and a roster of clients that includes L'Oréal, LVMH, Lacoste, Decathlon, Jimmy Choo and Warner Bros.

Labelium's acquisition of reegen.ai comes as artificial intelligence-driven technologies increase in importance, particularly in digital discovery and content recommendation across marketing channels. Integrating reegen.ai's expertise is expected to contribute to Labelium's omni-channel offering by enhancing the agency's generative AI capabilities.

Ben Gibson highlighted the strategic nature of the acquisition and the evolving digital landscape. He said:

Labelium have always been leaders in digital marketing performance, and the union with reegen.ai continues this forward-thinking approach. 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.

The appointment of Ben Gibson is seen as a key factor in driving further developments in the company's use of generative AI. Nina Durasevic, UK Managing Director at Labelium, commented on the acquisition and Gibson's role:

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.

Labelium's approach to digital media strategy is based on identifying and consolidating consumer intent, with the aim of translating these insights into performance-driven campaigns. The agency views Generative Engine Optimisation (GEO) as an expanding part of this strategy. A spokesperson for Labelium stated:

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.

The integration of reegen.ai is expected to enable Labelium to develop solutions that address the increasing significance of AI in influencing brand discovery and information recommendation. Reegen.ai leverages advanced AI capabilities to transform brand influence, specifically focusing on how AI platforms surface and recommend content to users.

Labelium was founded in 2001 and its service offering includes media, commerce, creative, data, and technology consulting. Its global client base includes brands in fashion, retail, travel, and entertainment sectors, such as Club Med, Tommy Hilfiger and TAG Heuer.

Reegen.ai's specialisation in generative engine optimisation has equipped it with expertise in empowering brands to unlock new opportunities within media and AI-driven technologies. This aligns with Labelium's current priorities as user experiences continue to shift towards AI-first discovery channels.

The acquisition reflects an emphasis within the digital marketing sector on adopting generative AI and engine optimisation to maintain a competitive market position and meet the changing needs of both clients and consumers.