Advent to sell Tag to Dentsu Group

• Advent has invested over €100 million in Tag in the last five years
• Dentsu, headquartered in Tokyo, Japan, is a global marketing and advertising agency network
• Advent is a global private equity investor based in Boston, Massachusetts

Advent International will sell Tag, a global omnichannel marketing production company, to Dentsu Group. No financial details of the transaction were disclosed.

Tag is headquartered in London. The firm’s end-to-end platform provides digital, personalised marketing.

Advent has invested over €100 million in Tag in the last five years.

“We have worked in partnership with Tag’s leadership team to build a world leader in marketing activation,” said Chris Benson, director at Advent. “Under Advent’s ownership, the company has grown significantly and continues to achieve double digit organic revenue growth.”

Advent acquired Williams Lea Tag from Deutsche Post DHL Group in December 2017, before separating Williams Lea and Tag into standalone businesses, according to a release.

Williams Lea remains under Advent’s ownership.

Advent is a global private equity investor based in Boston, Massachusetts. The firm managed $89 billion in assets as of 30 September 2022.

Dentsu, headquartered in Tokyo, Japan, is a global marketing and advertising agency network.

Evercore, UBS, Weil, EY, and PWC served as Advent’s advisors.