Dentsu Group Inc. has completed the acquisition of Tag Group, a global omnichannel digital marketing production shop. The announceent of Dentsu entering into a definitive agreement to buy Tag from Advent International came back in March.

The acquisition substantially bolsters dentsu’s creative production capabilities, integrated, full-service offerings and end to end capabilities across all media channels. Aligned to dentsu’s Customer Transformation and Technology (CT&T) strategy, the addition of Tag takes CT&T net revenues to 36% from 35% for Q1FY2023. Dentsu has set “Business Transformation and Growth,” as one of the four pillars of its medium-term management plan and one of the priorities is to reach 50% of its revenues from CT&T. 

Operating as dentsu’s sixth agency brand, Tag will continue to offer its digital infrastructure and services to provide high quality content at speed and scale for creative. The acquisition sees dentsu welcoming 2,800 additional colleagues located across 29 countries around the world, with one global production hub and 10 specialist hubs. A key foundation of Tag’s successful client offering is Digital Interact (Di), a unified martech platform which helps marketers better manage campaigns, access, automate and optimize content, and seamlessly tap into Tag’s global creative production, sourcing and transcreation networks.  Tag will remain a distinct brand within dentsu, will continue to be led by Tag’s global CEO David Kassler, and will remain headquartered in London.   

Hiroshi Igarashi, president and 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 and his team have built an incredible organization and we are looking forward to working closely with them.” 

Kassler said, “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.”