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Barbarian Launches Innovation Labs and Data Service to Guide Brands Through Emerging Tech

Digital agency, Barbarian announces a new Innovation Labs offering to guide brands through Web3, the metaverse and other emerging tech spaces and Barbarian Data as a Service (DaaS) to help brands leverage first-party data.

NEW YORK, June 14, 2022 – Barbarian, the agency that transforms brands through creativity and technology, today announced the launch of Barbarian Innovation Labs to ensure its clients reach consumers most effectively across Web3 — in the metaverse, AR/VR and other new tech-driven spaces. 

Led by the agency’s technologists, strategists and creators, Barbarian Innovation Labs will guide clients to new avenues of growth by helping define the playbook for success in the omniverse, which includes the full spectrum of seamless offline to online customer experiences, led by the metaverse. 

The digital creative agency is also launching Barbarian Data as a Service (DaaS), powered by Tealium’s Customer Data Platform (CDP), which provides one place to collect and activate first-party customer data across marketing and analytics tools. 

At Barbarian, we help our clients create their future faster,” said CEO Steven Moy. “These new offerings will give them access to the tools, expertise and talent to not just use technology, but integrate it with creativity to reach consumers across platforms. Brands must go where the customers are, and these new capabilities will give Barbarian clients a leg up in reaching their audiences.”

Barbarian Innovation Labs guides clients through new spaces

The creative technology lab offers the ability to explore, experiment and enter new tech-enabled spaces in marketing and product development. Led by Chief Strategy Officer, Eliza Yvette Esquivel, clients can receive guidance on which new spaces to enter, support in connecting with audiences and creative inspiration to break through in the emerging world of seamless commerce across multiple platforms. 

What sets us apart from other innovation labs is that we do this in a Barbarian way,” added Esquivel. “That means we are not only future-facing, but we are bravely creative and radically inclusive in the way we inspire our clients to innovate.”

Barbarian Data as a Service leverages first-party data

In the new cookie-less world, first-party data is among the most important currencies for brands. Using Tealium’s patented CDP, Barbarian Data as a Service (DaaS) will reduce the need to engage with third-party solutions and help brands forge better, more tailored relationships with new and existing customers.

The Barbarian team, led by Chief Technology Officer Lawrence Edmonson, will partner with clients to develop a single, comprehensive, up-to-date view of customers across devices and channels. 

“Every consumer’s interaction with a brand is deeply rooted in data and insights,” added Edmondson. “It’s paramount that brands strategically collect, secure and integrate customer data. Our DaaS offering’s core focus is unlocking a more engaging customer experience and growth through insights generated from a brand’s own data.”

The launch of these new services come as Barbarian has experienced continued growth. In 2021, nearly every client portfolio achieved organic growth, and the agency won eight new clients. Barbarian has added 21 new hires since January, with overall headcount increasing 75%. Since Moy took the reins in 2019, Barbarian has built out its top leadership team, adding Chief Creative Officer Tim Wilson, Chief Technology Officer Lawrence Edmonson in 2022 and Chief Strategy Officer Eliza Yvette Esquivel in 2021.

To learn more about these new offerings, please visit

About Barbarian

Barbarian is a full-service creative digital advertising agency headquartered in New York City. Since 2001, Barbarian has been creating the future faster and transforming brands through creativity, innovation and technology. Barbarian specializes in digital transformation and experiences, digital brand strategy, digital ecosystems, social media and commerce, and data-driven analysis. The agency is guided by an unwavering commitment to inclusive and courageous innovation and a focus on the future. Barbarian is a Cheil Worldwide company.

Barbarian is a full service creative digital advertising agency headquartered in New York City. Since 2001, Barbarian has been creating the future faster and transforming brands through creativity, innovation and technology. What matters is not what we’ve done and where we’ve been but where we’re going and what we're about to do next. Barbarian is a part of the Cheil Worldwide holding company. For more information, please visit