TAG marks Dentsu's first PR practice in Southeast Asia. Dentsu has an established PR operation in Tokyo.
TAG is headed by former managing director of Strategic lab Communications, Famie Reis, and has a start-up team of five middle to senior professionals.
It hopes to grow within 18 months into a mid-size agency. Dentsu has said that TAG would operate as a standalone PR service provider as well as provide an integrated service offer with its ad agency. "We do not want to position TAG as a do-all agency," said Reis. Reis is TAG's director, strategy and client services, and he reports to Anthony Kang, managing director of Dentsu Singapore.
Reis said Dentsu Singapore needed a PR division because of the growing global move towards using integrated communications solutions. "There is also additional value to the client if their communication needs can be tailored synergistically under one roof," he said.
TAG, he added, completes Dentsu Singapore's in-house agency capabilities, covering advertising, marketing, media, customer contact management and interactive services.