New identity emphasizes agility, scale, and innovation in omnichannel content delivery
Tag, dentsu’s global end-to-end production agency, has unveiled a comprehensive strategic rebrand, signaling its transformation into a future-ready content production powerhouse. This new global narrative reflects Tag’s evolution over five decades of creative and craft excellence, now reimagined for the demands of modern, omnichannel content delivery.
The rebrand includes a revamped visual identity, rolled out across Tag’s digital and physical assets, and a renewed focus on delivering agile, data-driven production at scale-anchored in creativity and innovation.
“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.”
Evolving with the Needs of Global Marketers
The repositioning aligns with insights from dentsu’s 2025 CMO Navigator series, where:
- 89% of CMOs emphasized the importance of producing content at scale across multiple markets and channels
- 90% prioritized the ability to merge agile production with actionable data to ensure message relevance
- AI and automation are viewed as enhancers, not replacements, of strategic creativity and personalization
Tag’s rebrand underscores its ability to meet these needs, drawing on a network of 2,500 specialists across 125+ markets. The agency aims to empower brands to succeed “at the speed of the algorithm”-combining speed, personalization, and craftsmanship.
What’s Next
The updated brand identity is being activated globally throughout July, with enhancements across platforms, refreshed partner communications, and internal culture-building initiatives. Tag’s repositioning reinforces its role as a partner of choice for brands navigating the fast-evolving content ecosystem.
