Dubai, September 2025: dentsu’s content production agency Tag has announced the appointment of Assi Rahbani as Managing Director for the Middle East and North Africa (MENA). The move comes as Tag relaunches in the region, following its global repositioning under the promise to “Make It Land” – ensuring every piece of content connects with audiences through relevance, craft, and impact.
With branded storytelling and demand for high-quality content accelerating across the region, Tag aims to deliver integrated, AI-driven solutions spanning campaigns, video, gaming, immersive experiences, post-production, and automation-powered workflows.
In his new role, Assi will lead Tag’s craft offering in MENA, bringing together film, photography, CGI/VFX, post-production, audio, music, and AI capabilities. His focus will be on elevating creative standards while ensuring operational agility, helping brands deliver locally relevant, world-class campaigns at speed.
Assi Rahbani, Managing Director, MENA at Tag, said,
“The demand for content in this region is accelerating, and brands need partners who can deliver high-quality, locally relevant work at pace. My focus will be on building a team and infrastructure that give clients both content excellence and operational agility.”
Rahbani added, “With Tag’s global network, next-generation AI capabilities, we are redefining how ideas are conceived, produced, and delivered. This is a game-changer for brands in MENA, enabling us to create ambitious, cohesive, and cost-effective campaigns like never before.”
Toby Codrington, Global Brand President at Tag, added:
“MENA represents one of the fastest-growing opportunities for content creation globally, and we see the region playing a pivotal role in Tag’s future. Our strategy focuses on combining automation-driven efficiency with high-end craft, ensuring we deliver work that resonates culturally and commercially. Assi’s appointment strengthens our ability to build this vision on the ground, blending global expertise with local insights.”
Tarek Daouk, CEO of dentsu MENA, commented:
“Tag’s expansion in market marks a major step in dentsu’s vision to build the region’s leading production capability. AI is central to this transformation – enabling us to deliver faster, smarter, and more personalised content experiences for clients.”
As part of its regional growth strategy, Tag is investing in people, partnerships, and technology, with a strong focus on Saudi Arabia as a hub for locally relevant and globally ambitious content.
With more than 4,000 specialists worldwide, including cultural consultants and in-market copywriters, Tag leverages its scale to ensure that campaigns resonate across MENA’s multi-market and multi-dialect landscape.
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