Tag, dentsu’s global end-to-end production agency, has introduced a new strategic positioning aimed at highlighting its capabilities across omnichannel content delivery.
It reflects the company’s evolution over more than 50 years in craft and production, as well as its focus on integrating advanced technologies.
As part of the update, Tag has also rolled out new branding across its physical and digital platforms.
In dentsu’s 2025 CMO Navigator series, 89% of CMOs agreed that “It is important for their content to be produced at scale, seamlessly, across multiple channels and territories.”
"90% of CMOs prioritize combining agile production with actionable data to deliver relevant messaging to the right audiences."
While AI plays a growing role in this process, a recent survey shows that 90% of CMOs prioritize combining agile production with actionable data to deliver relevant messaging to the right audiences.
Tag’s rebrand reflects this need by emphasizing the expertise of its 2,500 specialists across 125+ markets, combining pace, personalization, and craft to help brands thrive at the speed of the algorithm to meet the challenges of modern content production.
“Our clients are clear about what they need: intelligent production that combines craft, insight, and scale to drive real business outcomes,” said Toby Codrington, Global Brand President at Tag.
“This rebrand sets the stage for another 50 years of delivering work that resonates in culture and delivers measurable impact. It’s a reflection of our promise to always evolve – so that every idea not only takes off, but lands exactly where it needs to.”
Tag’s new brand is rolling out globally this month, accompanied by updated platforms, partner communications, and internal activations.
Originally published on Branding in Asia.