DOOH Advertising

Dentsu will purchase Tag, company reveals

Courtesy of Adobe Stock.

March 9, 2023

Dentsu, the Japan-based global advertising giant, will purchase British agency Tag Worldwide, which specializes in creative production and customer transformation, from equity firm Advent International according to a report in The Drum.

Terms of the procurement were not disclosed, and the deal comes as Dentsu has taken measures to expand its data and digital transformation revenue, such as merging Shift7 and Merkle, according to the report.

"We can't wait to start this next phase of our journey and couldn't be happier to be joining the Dentsu family," David Kassler, CEO of Tag Worldwide, said in the release. "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."

"Tag will truly enable us to scale our CT&T business for global clients with a technology-driven solution," Hiroshi Igarashi, president and CEO at Dentsu, said in the report. "By applying mass personalization across the three services lines, we will create a best-in-class, horizontal creativity offering."

Editor's note: Digital transformation grows as a category in digital signage and marketing operations, including the rise of hybrid operations architecture in post-COVID-19 business operations (along with hybrid education, which experts tend to agree is here to stay). This acquisition is of particular interest given Dentsu's large footprint across (p)DOOH, not only in terms of expanding Dentsu's access to content and creative but also the global digital transformation operations under Tag Worldwide's umbrella.