Laëtitia Muré, directrice générale de Feed Manager, une entreprise du groupe Labelium qui poursuit sa stratégie de croissance externe.

Labelium pursues its external growth strategy

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The first company acquired by Labelium, twelve years ago, was from Bordeaux. It was Feed Manager, a company specializing in the flow and structuring of data and created by Bordeaux resident Maxime Doreau. The latter is now managing director of Labelium in France, which has since made eight acquisitions, three of which have been completed since 2021. The latest: the social media strategy agency founded in the United Kingdom 1000heads entered the group’s fold last May. for an amount of approximately 100 million euros, just a few months after the acquisition of SmartKetword, a platform specializing in natural referencing on the web.

“The objective for us is to be able to support customers throughout the entire digital value chain: from the beginning of the reflection to how I get my data, how I send it to advertising platforms, or still how I manage the social, without forgetting the strategic part. There is a real desire to seek out, buy out, create companies with ultra expertise. So, when a client has a problem, we have the solution inside of the group. The group has a beneficial effect on the business”, explains to La Tribune Laëtitia Muré, boss of the Labelium office in Bordeaux and general manager of Feed Manager.

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Widespread growth

At the same time, the health crisis has increased activity within the group. “Companies that had not engaged in digital transformation accelerated sharply and we received the request”recognizes Laëtitia Muré who claims annual growth of 30% to 40% for Feed Manager over the past three years. “We have gone from 27 employees at the start of Covid, to 46 in the middle, then 64 today, while the Tigrz entity has gone from three to 70 employees. The group is also continuing its recruitment with 200 new hires planned by the end of the year, including ten at Feed Manager.

“We continue to recruit while keeping an eye on the news full of instabilities. We know that communication and advertising are among the first budgets that can be revised downwards”, recognizes Laetita Muré.

Evolutions of Google tools

However, for the moment, according to Laëtitia Muré, companies may need more support. “There is a real shift in the world of digital advertising with Google, which is in the process of transforming its formats. Until now, the company that connected a catalog to the advertising platform chose all the elements (budget, format, distribution, schedules, location, etc.). But from September, there will only be one format in which the company can enter a budget and an objective. The algorithm will do the rest. VSe which will be entered into the machine will therefore become even more important than before”explains Laëtita Muré.

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Labelium, which brings together 14 brands specializing in digital performance, has 20 offices in 14 countries (including Paris, Lyon and Bordeaux in France), with more than 700 digital marketing experts worldwide, including more than 350 in France. Bordeaux hosts an office of the Labelium group and the Feed Manager entity.