Chicago-based e-commerce agency Labelium has launched a new unit called Labelium Play, which the agency says is essentially a digital media planning and buying service that integrates brands into video, audio and gaming platforms such as Youtube, Spotify and Twitch.

Clayton McLauglin will run the new unit out of Chicago where he is also managing director of the main agency.

McLauglin says the new unit “puts the agency in the strategic brand integration and content creation game. 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.”