RELEASE: Dentsu agrees to acquire Tag to increase creative output (2)

(Information sent by the signatory company).

RELEASE: Dentsu agrees to acquire Tag to increase creative output (2)

(Information sent by the signatory company)

TOKYO, March 8, 2023 /PRNewswire/ -- Dentsu Group Inc. [(Tokyo: 4324) (ISIN: JP3551520004; President & CEO: Hiroshi Igarashi; Headquarters: Tokyo; Capital: 74,609.81 million yen] has announced today that it has reached a definitive agreement with Advent International under which dentsu will acquire Tag Worldwide Holdings Ltd, the global omnichannel digital marketing production center.The acquisition will support dentsu's strategy of providing integrated solutions to customers at the convergence of marketing, technology and consulting, bringing together the group's service offerings like never before.Tag's digital services and infrastructure will deliver high-quality content at speed and scale for creatives, a personalization engine at scale for customer experience (CXM) as well as adding power to media Dynamic Content Optimization (DCO) Once completed, the acquisition will drive net revenue growth of Customer Transformation and Technology (CT

Tag works with leading brands to transform their marketing and business capabilities to deliver content at speed and scale across channels, cultures and regions. With smart, sustainable, technology-based solutions at the core of everything it does, Tag enables brands to operate more efficiently and effectively to stand out, grow and waste less. The organization will become dentsu's sixth network brand and will retain the Tag brand for the foreseeable future.

The acquisition will substantially strengthen dentsu's digital production creative capabilities, adding 2,800 colleagues located in 29 countries around the world, with one global production center and ten specialized centers. Tag's current portfolio of services is structured around three basic disciplines: Creative Production (including Digital Video, high-end CGI, moving image, AR/VR and Post-Production), Technology (focused on UX design, development of websites and platforms, Managed Services and Digital Interact (Di)) and Channel Activation (comprising strategic advice and omnichannel content delivery).

Tag uses a strong global delivery model to provide customers with scalable solutions and 24/7 coverage. The model is a true reflection of dentsu's own Networked Talent structure, through which clients get the best experience, networked from wherever they are, delivered consistently and at the highest levels of quality available. in dentsu. It is this combination of technology and people that transcends location and optimizes delivery to customers.

Founded in 1972, Tag was acquired by Advent International in 2017 and has grown significantly following more than €100 million of investment and the successful completion of six acquisitions to further enhance business capabilities. Tag's distributed hub model enables it to be the end-to-end production partner of choice for 38 of the world's top 100 brands, with an average customer tenure of more than seven years. One of the pillars of this success is Digital Interact (Di), a unified marketing platform that helps marketers better manage campaigns, access, automate and optimize content, and leverage global production networks. creative, sourcing and transcreation of Tag.

Hiroshi Igarashi, President and CEO of Dentsu Group Inc., explained, "Tag will allow us to really expand our CT business.

David Kassler, Global CEO of Tag, commented: "We can't wait to start this new phase of our journey and we couldn't be happier to join the dentsu family. The market is moving incredibly fast towards integrated services - the combination Tag's global technology for content production with dentsu's broader marketing, technology and consulting skills will be tremendously additive to both sets of our wonderful clients."

Opportunity for clients

A powerful combination of global content distribution and personalization at scale:

The acquisition of Tag will significantly expand dentsu's content offering so that it can serve global brands throughout the entire customer journey, in the most efficient manner possible. As the web becomes more immersive, and the dawn of Web3 creates an insatiable hunger for richer, more personalized content across the screen, dentsu and Tag together will provide the perfect modern engine for content creation, distribution, and personalization. ".

company structure

Tag will remain a separate brand within dentsu, will continue to be led by David Kassler, Tag's Global CEO, and will remain based in London, UK.

Summary of transaction terms

The transaction has been approved by the boards of directors of both companies and is expected to close by the end of 2023, subject to the receipt of the necessary antitrust approvals and customary closing conditions. Lazard has acted as financial advisor to dentsu in connection with the transaction.

Dentsu expects the acquisition to provide a number of financial benefits, including accelerated organic revenue growth, an increased revenue profile for CT

about dentsu

Dentsu is the network designed for what's to come, helping clients predict and plan for disruptive future opportunities and create new avenues for growth in the sustainable economy. With a people-centric approach to business transformation, we use insights to connect brand, content, commerce and experience, underpinned by modern creativity. As part of Dentsu Group Inc. (Tokyo: 4324; ISIN: JP3551520004), we are headquartered in Tokyo, Japan, and our 69,000 employee base of dedicated professionals works across four regions (Japan, Americas, EMEA, and APAC). ). Dentsu combines Japanese innovation with a diverse, global perspective to drive customer growth and shape society.

Dentsu Website Dentsu Group Inc. Website:

About Tag

Tag works with brands to create and deliver impactful content at speed and scale. From creative production and activation to strategic sourcing and delivery, analytics and subject matter expertise, we transcend digital and physical touchpoints to enable brand content and concepts to travel globally and connect locally, through through flexible and technological solutions.

About Advent International

Founded in 1984, Advent International is one of the world's largest and most experienced private equity investors. The company has made more than 400 private equity investments in 41 countries and, as of September 30, 2022, had $89 billion in assets under management. With 14 offices in 12 countries, Advent has built a globally integrated team of more than 285 private equity investment professionals in North America, Europe, Latin America and Asia. The company focuses on investments in five main sectors: business and financial services, healthcare, industry, retail, consumer and entertainment, and technology.

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