Laughlin Constable launches ad agency trading desk

Milwaukee-based Laughlin Constable announced it has established an internal trading desk to buy online advertising space directly from ad exchanges, allowing the agency hands-on access to manage client campaigns for a stronger, more cost-effective impact on target audiences.

The move makes Laughlin Constable one of the first independent agencies to offer in-house trading desk services to its clients and puts it at the forefront of media innovation.

“With LC’s agency trading desk and real-time bidding, our media team can help clients reach the right customer, at the right time, in the right place and on the right platform,” said Kelli Sumwalt, vice president of media for Laughlin Constable. “Taking this critical service in-house allows LC to use our deep knowledge of client business goals and objectives to optimize online buys and drive the best results. It’s a more exact and customized process than ever before, and it really puts our experts in control to manage campaigns with our clients’ best interests top of mind.”

Laughlin Constable president Mat Lignel said that in addition to more sharply focused audience targeting based on in-depth client knowledge, LC’s internal trading desk offers other benefits for companies, including cost-effectiveness, deeper insights and better service.

“Establishing the agency trading desk is an important move for LC – it’s part of our mission as a next-decade agency to continuously combine innovation and fresh insights with technical skills that enhance our clients’ business,” Lignel said. “As digital advertising continues to undergo explosive growth, our goal is to help our clients get more value from their online efforts with the expertise and commitment they’ve come to expect from Laughlin Constable.”

Laughlin Constable has been providing marketing services to its clients for more than 35 years. With offices in Milwaukee, Chicago, New York and New Jersey, the agency provides Full Circle Branding solutions including brand strategy development, digital marketing, design, advertising, public relations, media research, planning and buying. Its annual billings are in excess of $165 million.

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