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Tag advertising & marketing assignments

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Tag is the creative production division of what was formerly the corporate outsourcing giant WilliamsLeaTag. The business has undergone a succession of restructurings since 2010, most recently the re-separation of Williams Lea and Tag into two separate units. Tag actually now derives the largest share of its revenues directly from marketer clients, but it is still best-known within the industry as a creative services supplier, handling sub-contracted digital production, design and publishing, and local adaptation and "versioning" on behalf of other agencies, especially smaller independents who lack their own inhouse resources, or international agencies without local representation. It's now a substantial operation, with offices across 20 countries. It was established in 1998 following the buyout of print-production company Adplates by its former manager Steve Parish, who converted the old-style repro business into a new media pioneer, adding digital production and visual effects services to the product mix. The company name of The Adplates Group was abbreviated to Tag. Parish and business partner Richard Jameson left at the end of 2012 following Tag's sale to corporate outsourcing giant Williams Lea (or Wertheimer Lea as it was originally), itself then a division of Deutsche Post DHL. The business widened its offering through acquisitions including production companies Smoke & Mirrors and Big Buoy and translation specialist World Writers. Tag was merged in 2014 with Williams Lea to create a single business, and three years later WilliamsLeaTag became independent once more following a buyout from DHL by private equity firm Advent International. David Kassler was appointed as CEO at the end of that year. Further marketing-related acquisitions have included CGI specialist Taylor James, content agency THP and Australian shopper marketing agency Popcorn. Virtually all standalone brands have been absorbed into the umbrella Tag business. In a 2019 restructuring the Tag and Williams Lea brands were re-established as separate divisions, with Tag taking responsibility for all marketing-related activities, while Williams Lea offers general corporate outsourcing of back office and administrative services. Kassler continues to lead Tag. The parent entity now operates as AI Wertheimer Holdings. Combined revenues slipped from just over €1bn to €976m in 2020. The Tag marketing services division accounted for almost €620m.

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Capsule checked 6th December 2021

Recent stories from Adbrands Update:

Adbrands Daily Update 2nd Apr 2019: Another change of strategy at Williams Lea Tag. Five years on from the corporate merger with Williams Lea, the company is to split out two separate operating divisions, with Tag re-established as a dedicated marketing production services specialist. Williams Lea, on the other hand, will focus on business support for financial, legal and professional services firms. WLT Group CEO David Kassler will also head up Tag, while Clare Hart was named as CEO of Williams Lea.

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