Tag brings in new CFO Benedict Smith as business focuses on growth strategy

Press Release

Sep 26 2018

London, UK, 26 September 2018 – Tag, the leading independent global marketing activation partner, has announced the appointment of Benedict Smith as Chief Financial Officer. Reporting to Group CEO, David Kassler, Benedict is the latest senior executive to be recruited as the business enters a new phase of growth, boosted since its acquisition by leading global private equity firm Advent International in December 2017.

Benedict is a long-standing CFO, with experience at the helm of private and equity-backed businesses over the past 15 years including at GAME Digital, where he played a key role in its floatation on the UK stock market, and at Harrods, where sales and profits more than doubled over six years under his financial leadership. Benedict joins Tag following three years at Hunter Boot, where he helped lead the business into new categories and markets.

David Kassler, Group CEO at Tag, commented, “I’m delighted to welcome Benedict to the team, particularly as we proactively explore growth opportunities, such as our recent acquisition of digital production house, Taylor James. We are driving an ambitious expansion strategy, focused on meeting the future needs of our global customers. Benedict’s extensive transformation and change experience will be invaluable as we seek to shake up the marketing agency landscape and build out a more nimble and flexible multi-discipline group.”

Benedict Smith, CFO, commented, “I’m excited to join Tag during such a transformational period for the company. Its operational excellence and independent, transparent business model sets the company – and its clients – up for further success, particularly at a time in which brands are increasingly resistant to opaque and expensive ad agency-led propositions.”

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Tag is the leading independent marketing activation partner trusted by 40 of the top 100 global brands worldwide to turn creative ideas into reality. The company works with clients to provide an end-to-end marketing execution service, powered by the latest innovations, advanced data analytics and deep digital expertise. As the first creative production company to provide full transparency of production spend, they are leaders in outsourced procurement with a range of flexible and cost-efficient models to deliver solutions across any channel anywhere in the world. Customer brands who work with our family include the likes of BP, Costa Coffee, Dell, Ford, Heineken, Honda, Ikea and Zurich. With revenues of €1.1 billion and 10,000 employees worldwide, Tag operates in over 195 cities across 40 countries.

For further information, please contact:   

Stephanie Richardson, Nelson Bostock Unlimited

[email protected] / 07772 000307

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