Advertising giant TAG Brands strengthens media purchase with Dentsu X, investing approximately $150 million.
Upon completion of a comprehensive review spanning February to July 2021, Dentsu X secured U.S. media agency duties for Aspen Dental, ClearChoice Dental Implants, and Motto – brands under TAG's dental healthcare portfolio.
The account, valued over $150 million, according to an unnamed source, was previously managed by Harmelin Media, an independent agency based in Philadelphia. TAG's chief marketing and customer experience officer, Ash Eldifrawi, confirmed Harmelin's departure from the business, stating that they chose not to defend it.
The competitive review, overseen by MediaSense, also involved contenders UM, OMD, and Assembly vying for the account, as per an anonymous insider.
It's worth noting that Golin, a global public relations and communications agency, was reportedly the agency of choice for these brands during this period, as per a media and marketing industry report covering client-agency reviews and changes. However, this information is not reflected in the original text provided.
Dentsu X, given the valuable assignment, will now manage the financial aspects of TAG's portfolio, which includes Aspen Dental, ClearChoice Dental Implants, and Motto, in the realm of business. With digital transformation becoming a key component in the modern business world, technology will undoubtedly play a significant role in executing the strategies for this account.
