Williams Lea Tag - formerly Tag Worldwide - now derives the largest share of its revenues directly from large marketer clients, but it is still perhaps best-known within the industry as a creative services supplier, handling sub-contracted design, local adaptation and "versioning", as well as digital production on behalf of other agencies, especially smaller independents without their own inhouse resources or international agencies without local representation. 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 the business at the end of 2012 following its sale to corporate outsourcing giant Williams Lea, itself a division of Deutsche Post DHL. The business has continued to widen its offering through acquisitions such as production companies Smoke & Mirrors and Big Buoy and translation specialist World Writers. It was merged in 2014 with Williams Lea to create a single business, Williams Lea Tag, under global CEO Dan Ellerton. Reflecting the fact that direct clients now account for around 75% of billings, Tag was included in Nielsen's Top 30 ranking for the first time for 2012. In 2017, Williams Lea Tag became independent once more following its acquisition from DHL by private equity firm Advent International. Adbrands does not currently offer a business profile for this company but subscribers may access account assignments and contact information. The searchable account assignments database is available to full subscribers to Adbrands.net premium services. Click here to access Adbrands account assignments (subscribers only); or see here for information on how to subscribe.
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Capsule checked 30th March 2016
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