Prime Highlight
- Dentsu’s Tag has appointed Assi Rahbani as Managing Director for MENA, leading its relaunch under the global promise to “Make It Land.”
- The expansion signals Tag’s ambition to blend creative craft with AI-powered agility to meet the region’s fast-growing content needs.
Key Facts
- Tag will unify film, photography, CGI, VFX, audio, and AI-led production under one regional network.
- Saudi Arabia will serve as a hub for content innovation, with investments in talent, technology, and strategic partnerships.
Background
Dentsu’s global creative and content production agency, Tag, has named Assi Rahbani as Managing Director for the Middle East and North Africa (MENA), marking a major step in its regional expansion.
The announcement comes with Tag’s relaunch in MENA as part of its global repositioning under the promise to “Make It Land,” a commitment to produce content that combines cultural relevance with creative craft.
In his new role, Rahbani will oversee the company’s creative production network across MENA, uniting services such as film, photography, CGI, visual effects, audio, and AI-led production. He said his priority will be to create agile systems and strong teams that can deliver high-quality, locally relevant work at scale.
“The content needs of brands in this region are growing rapidly,” Rahbani noted. “Our focus will be on combining operational speed with creative excellence, supported by Tag’s global network and advanced AI solutions.”
Toby Codrington, Global Brand President at Tag, said the Middle East has become one of the fastest-growing content markets and will play a central role in the company’s long-term vision.
As part of its strategy, Tag will invest in talent, partnerships, and next-generation technology, with a special focus on Saudi Arabia as a hub for content innovation.
Tarek Daouk, CEO of dentsu MENA, added that the expansion strengthens dentsu’s production capabilities, with AI set to drive faster, smarter, and more personalized content experiences for clients across the region.
