Laughlin Constable Establishes Agency Trading Desk

Milwaukee, WI – Laughlin Constable (LC) has 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 LC 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, VP-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.”

LC 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.

  • Cost-effectiveness: Clients are likely to see a better return on investment, not only because of more precise targeting but also through transparent CPMs void of any third party management fees.
  • Deeper insights: First-hand campaign management provides richer, more relevant data to help LC better understand a client’s target audiences; evaluate buy efficiency and effectiveness; and identify new opportunities.
  • Better service: Working directly with an agency trading desk allows for better integration, control and consistency vs. working with a third party.

“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.”

About Laughlin Constable
Laughlin Constable has been providing high-quality 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. The agency’s clients include: Wisconsin Department of Tourism, Bon-Ton Stores, GE Healthcare, Food Network, Lung Cancer Alliance, USA Network, BOD Man, Medela, Cadence Health/Northwestern Medicine, Master Lock, MillerCoors, McDonald’s Restaurants of Southeastern Wisconsin and Bright Start/Oppenheimer Funds. For more information, please visit, or follow LC on Twitter @LaughlinOutLoud.

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