dentsu Acquires Tag To For Customer Transformation, Technology Capabilities

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Tag’s digital infrastructure and services will provide high quality content at speed and scale for creative, a scaled personalisation engine for customer experience management (CXM)

dentsu Group announced that it has entered into a definitive agreement with Advent International under which dentsu will acquire Tag Worldwide Holdings Ltd, the global omnichannel digital marketing production powerhouse. 

The acquisition will support dentsu’s strategy of offering integrated client solutions at the convergence of marketing, technology and consulting, uniting the group’s service offerings like never before. Tag’s digital infrastructure and services will provide high quality content at speed and scale for creative, a scaled personalisation engine for customer experience management (CXM), as well as add power to media Dynamic Content Optimisation (DCO). 

With intelligent, sustainable, and technology-driven solutions at the heart of everything it does, Tag enables brands to operate more efficiently and effectively to stand out, grow and waste less. The organisation will become dentsu’s sixth network brand and will retain the Tag brand for the foreseeable future. 

Tag utilises a robust global delivery model to provide clients with scalable solutions and round-the-clock coverage. The model closely mirrors dentsu’s own Networked Talent structure through which clients get the best expertise, networked from wherever it is located, delivered consistently and to the highest levels of quality available across dentsu. It is this combination of technology and people that transcends location and optimises delivery for clients.

Hiroshi Igarashi, President & CEO, Dentsu Group Inc. said, “Tag will truly enable us to scale our CT&T business for global clients with a technology-driven solution. By applying mass-personalisation 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.”

David Kassler, Global CEO, Tag, said, “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.”