The Japanese marketing giant Dentsu is understood to have struck a £533m (€600m) deal to buy Tag, the British-headquartered global content production group, in one of the largest UK ad deals of the last 15 years.
The move by Dentsu – which became a global force in advertising with its £3.2bn takeover of the UK media group Aegis in 2012, the largest-ever deal for a British-based ad group – marks its latest push to challenge rivals including WPP, IPG and Omnicom in the US and France’s Publicis Groupe.
