Dentsu Group has agreed to acquire global digital marketing powerhouse Tag Worldwide Holdings from Advent International.
The acquisition will reportedly support the ‘big six’ agency’s strategy of offering integrated client solutions at the convergence of marketing, technology and consulting.
Tag’s digital infrastructure and services will provide ‘high quality’ content at speed and scale, as well as add power to media ‘Dynamic Content Optimization’ (DCO). The company works with brands to enable them to operate more efficiently and effectively ‘to stand out, grow and waste less’.
The acquisition will bolster Dentsu’s creative digital production capabilities, adding 2,800 colleagues located across 29 countries around the world.
Founded in 1972, Tag was acquired by Advent International in 2017 and has grown ‘significantly’ following more than £89 million (€100 million) of investment and the completion of six acquisitions. The firm uses a ‘robust’ global delivery model to provide clients with scalable solutions and ’round-the-clock coverage’.
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“Tag will truly enable us to scale our CT&T business for global clients with a technology-driven solution,” Dentsu Group president and CEO, Hiroshi Igarashi, said. “By applying mass-personalization across the three services lines, we will create a best-in-class, horizontal creativity offering.
“The values that the Tag leadership team have established and nurtured over the past 50 years very much mirror dentsu’s own culture and values, with a shared focus on Social Purpose, DEI and sustainability. We look forward to welcoming Tag to the dentsu family and to our shared success.”
Tag global CEO David Kassler added: “We can’t wait to start this next phase of our journey and couldn’t be happier to be joining the dentsu family. The market is moving incredibly fast towards integrated services – the combination of Tag’s global technology-enabled content production with dentsu’s broader marketing, technology and consulting skills will be tremendously additive for both sets of our wonderful clients.”
