dentsu Completes Tag Buy

dentsu has completed the $516m acquisition of digital marketing business Tag Group from previous owner Advent International. The buy was first announced in March and among things should boost the global marcoms group's CX and personalisation offerings.

Dentsu says it will align the newly acquired unit - which has 2,800 employees across 29 countries worldwide - with its own Customer Transformation and Technology (CT&T) division, now just over a third of its business and projected to pass half under dentsu's current plans.

Tag will now operate alongside lines like Isobar and Merkle as dentsu's sixth agency brand, allowing the parent firm to serve clients and their brands with personalization at scale across the entire customer journey. Tag will remain a distinct brand within dentsu, will continue to be led by current Global CEO David Kassler, and will remain headquartered in London.

Hiroshi Igarashi, President & CEO, Dentsu Group Inc. said, 'The acquisition of Tag comes at a time when clients are demanding both scale and depth of capability in our creative offering in order to effectively influence the customer journey. Adding Tag's world-class team and technology platforms to dentsu's existing service set provides our clients with an unbeatable combination of scaled content delivery and dynamic personalization'.

David Kassler, Global CEO of Tag, comments, 'The Tag team are truly excited to bring our AI-driven technology and global content capabilities to add immediate value to dentsu's clients and supercharge their marketing execution in combination with dentsu's world class services'.

Web sites: www.dentsu.com and www.tagww.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.