Dentsu Group has agreed to acquire TAG Worldwide, a global producer of ads and other marketing content from private equity firm Advent International for an undisclosed sum.  

The production house will remain based in London under its existing brand and continue to be led by global CEO David Kassler. In addition to its London headquarters, the firm has 2,800 employees across offices in Los Angeles, Nashville, Atlanta, Miami, New York, Manchester, Singapore, Hong Kong, Melbourne and Sydney and dozens of additional countries around the world. 

The deal has been approved by both sides and is expected to close later this year.  

Dentsu said the acquisition would represent about 3% of its revenues upon closing.  

TAG’s business is structured around three core disciplines: Creative Production (including Digital Video, high-end CGI, moving image, AR / VR and Post-Production), Technology (focused on UX design, website & platform development and other capabilities) and channel activation (comprising strategic advisory and omnichannel content delivery). 

"Tag will truly enable us to scale our [customer transformation and technology] business for global clients with a technology-driven solution," stated Dentsu Chief Executive Hiroshi Igarashi. 

Added Kassler: “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.”