• by Joe Mandese , June 30, 2023

Tokyo-based Dentsu Group this morning confirmed it has finalized the acquisition of London-based Tag, effectively creating the agency holding company's sixth agency brand.

First announced in March, the $516 million deal adds 2,800 Tag staffers to Dentsu's burgeoning workforce, as well as the agency's highly regarded digital infrastructure and customer experience management and dynamic content optimization services.

“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," Dentsu Group President-CEO Hiroshi Igarashi stated.