Tag accelerates client‑centric growth with strengthened leadership and expanded digital capability

As brands navigate increasingly complex, digitally led customer journeys, Tag is evolving how it partners with clients, placing client‑centricity, connected content experiences, and digital capability at the centre.

Reflecting this focus, Tag, the leading end‑to‑end production company, has today announced a series of strategic leadership appointments across ANZ and JAPAC. These changes mark a deliberate shift toward unlocking growth within Tag’s existing client base, deepening partnerships, and better connecting content, technology, and experience across the customer journey.

Central to this evolution is the appointment of Roberta Camargo as Country Head - ANZ, and Jack O’Neill as Head of Digital Experience & Strategy - JAPAC, alongside the recent elevation of Elena Fullerton to Chief Client Officer, JAPAC.

Roberta Camargo joins Tag with a unique client-side perspective, having spent over 13 years at DHL and working directly with Tag as a client. Her appointment reflects Tag’s commitment to becoming truly client obsessed, bringing leadership that understands first-hand the pressures brands face and the need for real-time, scalable solutions that deliver measurable impact.

As Country Head of ANZ, Roberta will focus on driving growth while strengthening local capabilities and client partnerships across the market.

“Having worked with Tag as a client for more than a decade, I’ve seen the depth of talent and creativity within the business. What excites me most is Tag’s ambition to lead with technology and help clients navigate digital transformation, particularly at a time when many brands know they need to act, but don’t know where to start,” said Camargo.

As Head of Digital Experience & Strategy - JAPAC, Jack O’Neill will lead the expansion of Tag’s digital experience practice across the region, bringing strategy, technology and experience design more closely into its end-to-end production offering. Having worked across the dentsu network since 2021, O’Neill brings deep expertise in digital and customer experience. His role will support Tag’s ambition to help clients grow by connecting content, experience and technology in more integrated ways across ANZ and APAC.

“AI and automation are reshaping how content is made, creating new opportunities for creativity and connected experiences to deliver greater value for clients. I’m excited to continue my journey with Tag and help clients become more efficient, effective and successful across the region,” said O’Neill.

Elena Fullerton will be stepping into the role of Chief Client Officer – JAPAC. Fullerton will lead client partnership strategy across the region, ensuring consistency, quality, and measurable outcomes at every touchpoint. Having served as Managing Director of Tag ANZ, she brings deep market knowledge and a proven track record in building trusted, long‑term client relationships.

These leadership changes reflect Tag’s broader ambition: to deliver a truly client‑first model that connects content, experience, and technology at scale. By promoting from within and investing in world‑class talent, Tag is positioning itself to unlock new growth opportunities and deliver more meaningful, connected outcomes for clients across ANZ and the wider JAPAC region.

Trent Agnew, Chief Executive Officer, Tag JAPAC, commented: “Our clients are navigating a new era of complexity, where content, experience and technology need to connect seamlessly to drive sustainable growth. These appointments reflect our commitment to building a more connected, client-first model across JAPAC – one that helps brands unlock the power of digital experience, scale content more intelligently, and respond with greater speed and relevance in the age of AI.”