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Dentsu buys Tag

Tokyo-based Dentsu Group has formed an agreement to acquire Tag Worldwide Holdings, a London-based company specializing in digital marketing production. According to the company, the acquisition will support Dentsu's efforts to offer integrated client services incorporating marketing, technology and consulting. Tag's digital services include content production and personalized customer experience management. The agency, which will continue to operate as Tag, has 2,800 staff in 29 countries. It was previously owned by private equity firm Advent International.

“Tag will enable us to scale our CT&T business for global clients with a technology-driven solution,” said Hiroshi Igarashi, president  and CEO of Dentsu Group. “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.”

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