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Williams Lea acquires the world’s largest independent marketing execution and production agency, Tag


Williams Lea, a leading global provider of Marketing Solutions, has agreed to acquire Tag, an international provider of marketing execution and production services. Tag will continue to operate under its own brand and will become a standalone business division of Williams Lea, a subsidiary of Deutsche Post DHL, the world’s leading postal and logistics group.

Tag is the largest independent agency of its kind worldwide and has expertise across all marketing channels incorporating digital marketing, TV, press and out-of-home advertising, direct mail, point of sale material and packaging. Tag’s clients include some of the world’s largest and most successful consumer and business to business brands. With more than 1,000 full time and 1,500 part time employees in Europe, the U.S. and Asia, Tag generated a turnover of around GBP 100 million in 2010.

Together with Tag’s expertise in the adaptation of marketing content across various media and geographies, the acquisition will enhance Williams Lea’s ability to fulfil clients’ requirements for a more integrated marketing execution and delivery solution. By providing the necessary scale, the combined offering will also provide enhanced control and cost advantages for clients through a wider coverage of marketing spend as well as improved process efficiencies across multi-channel communications.

“Our complementary business capabilities make Williams Lea and Tag the perfect match. Together, we now have a unique, integrated proposition to meet the marketing services requirements of global brands” said Tim Griffiths, Williams Lea’s Group CEO. “As the global marketing industry evolves, we are strongly positioned to benefit from the new opportunities it will create.”

Tag CEO, Steve Parish, said: “This deal, we believe, is a paradigm shift for the industry. Tag has always been at the forefront of driving change and efficiency and it is essential for that to continue. In order to take the company to the next level, we need to be able to offer both a broader range of services and a bigger geographical footprint. This deal gives us all this, as well as the scale to deliver unique, end-to-end, marketing solutions.”

“By combining these two businesses, we are taking advantage of the enormous growth opportunities in the global marketing services market,” said Bruce Edwards, Chief Executive Officer of DHL Supply Chain and a board member of Deutsche Post DHL. “We expect the combination of Williams Lea and Tag to have a sustainable positive impact on the division’s profitability and at the same time enhance our ability to customise global solutions for our clients.”

The parties have agreed not to disclose the financial details of the transaction.


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