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Tag acquires THP to add on-demand digital and social media content capabilities and boost evolution of global omni-channel proposition

Press Release

11 Oct 2018

London, UK, 11 October 2018 – Tag, the leading independent global marketing activation partner, has announced the acquisition of THP, the on-demand digital content and social media content agency based in Toronto, Canada, and operating across North America, the UK and Europe.

THP is revolutionizing the way brands buy and create visual and social content through a comprehensive suite of fully on-demand services. It works with more than 680 food, beverage and consumer goods brands including Campbell’s, Chiquita, ConAgra, Kraft Heinz, Molson Coors, Nestle and Unilever across North America, the United Kingdom and Europe.

The Tag acquisition of THP is the second to be made under Advent International’s ownership, following quickly on from the news announced last month that Tag has also acquired digital production house, Taylor James.

David Kassler, Group CEO at Tag, commented, “I’m delighted to welcome Amanda Riva and the THP team into the rapidly-expanding Tag group as we collectively focus on turning creative ideas into reality. THP has developed a compelling offer, delivering rapid, cost-effective, on-demand content and social media solutions very effectively for key players within the food and beverage sectors. As well as looking forward to ongoing success for THP in these sectors, I see huge potential for the THP offer to resonate with brands as we continue to embed omni-channel marketing activation across our worldwide portfolio.”

Amanda Riva, CEO of THP, commented, “I’m incredibly excited to join the Tag family especially at a time where agencies are focused on finding new service models to meet the evolving needs of marketers. THP’s model hit a sweet spot for our customers by offering an on-demand, low cost, high volume process for delivering digital content and social media services. Our team is thrilled to be able to accelerate our growth with the support and scale of such an incredible partner. The opportunity to work alongside David Kassler and the Tag team, and bring our specialized capabilities into its omni-channel mix is an exciting new chapter for all of us.”

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ABOUT TAG

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 $1.2billion and 10,000 employees worldwide, Tag operates in over 195 cities across 40 countries.

ABOUT THP

Founded in 2013, THP is one of the world’s leading on-demand content and social media content providers. The one-stop content shop partners with more than 680 food, beverage and consumer goods brands across North America, the United Kingdom and Europe. In 2016, the company expanded its offices to London, and now is expanding to New York. THP has been named –Clutch Global Leader 2017, Clutch Top UK & Canada Digital Agency 2017, EY Entrepreneur of the Year 2017, Forbes 30 Under 30 and was ranked in STARTUP 50 by Canadian Business in 2017.

Find out more:  www.thpcreates.com

About Advent International

Founded in 1984, Advent International is one of the largest and most experienced global private equity investors. The firm has invested in 340 private equity transactions in 41 countries and as of June 30, 2018, it had €35 billion in assets under management. With offices on four continents, Advent has established a globally integrated team of over 190 investment professionals across North America, Europe, Latin America and Asia. The firm focuses on investments in five core sectors, including business and financial services; healthcare; industrial; retail, consumer and leisure; and technology, media and telecom. After more than 30 years dedicated to international investing, Advent remains committed to partnering with management teams to deliver sustained revenue and earnings growth for its portfolio companies.

For more information, visit: www.adventinternational.com

 

For further information, please contact:   

Tag Stephanie Richardson, Nelson Bostock Unlimited

[email protected] / +44 (0)7772 000307

THP Olivia Wu

[email protected] +1 (647) 529-0152

Advent International Emily Desmier / +44(0)7920 050716

[email protected] 

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