A Glasgow-based digital marketing agency has been acquired by a US events specialist after becoming a global player in a fast-growing market.
Freeman bought the Tag Digital business founded by Laura Davidson and husband Craig for an undisclosed sum.
Texas-based Freeman plans to combine Tag’s services with those provided by its mdg operation to help it achieve growth in a range of new markets.
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On its website Tag says it specialises in data-driven marketing campaigns to increase revenue and attendance for events.
The announcement of the deal noted that Tag’s digital marketing strategies have supported a diverse portfolio of global trade shows, professional associations, and large-scale conferences across the globe.
It said Tag’s expertise and investments in AI technology will enhance mdg’s digital offerings, making them more efficient, cost-effective, and impactful for clients worldwide.
“Tag’s innovative digital marketing expertise is the perfect complement to mdg’s strategy and integrated marketing offerings, enhancing our ability to deliver impactful strategies and expand into key global markets,” said Kimberly Hardcastle, President of mdg. She said target areas included the Europe, Middle East and Africa and Asia Pacific regions.
The Davidsons established Tag Digital in 2011 when they were both aged 24 and helped it to achieve multi-million pound annual turnover. The firm opened offices in the USA, the Philippines and Dubai to support an international client base.
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Tag was hit by the fallout from the pandemic, which led to a big drop in the number of events being held. However, the agency bounced back to achieve record revenues of £8.5m in the year ended March 31 2023.
The agency has 42 employees.
In 2023 Ms Davidson noted on the Go Radio Business Show with Sir Tom Hunter and Lord Willie Haughey that events Tag supported ranged from the Advanced Manufacturing show in Brussels to TED Talks. She said Tag’s job was to make sure the right people attended events by seeing advertisements then buying tickets.
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