McCann’s Tag Taps Davies To Lead N.Y.

As McCann Erickson prepares to expand its 1-year-old youth-marketing unit beyond North America, Tag has hired Neal Davies as managing director in New York.

Davies, formerly CMO at TBWA\Chiat\ Day in New York, succeeds Lori Senecal, who moves up to general manager of Tag worldwide while continuing as director of account management at Interpublic Group’s McCann in New York.

Senecal, 38, said Davies was brought in so that she can focus on taking the Tag concept to global markets. On July 16, Tag will open a 10-person office in Tokyo, a hotbed of new trends among young adults. Stockholm is Tag’s next destination.

Davies, 35, will join July 14, reporting to Senecal. During his five-year stint at Omnicom Group’s TBWA\C\D, Davies worked on Masterfoods’ Skittles and Combos accounts, as well as Absolut. Before that, Davies, who grew up in northern England, was a group account director at TBWA in London, working on Wrigley’s gum and Sony Playstation.

Davies also spent six years on the client side as a product manager at Kodak in London.

“I liked what Tag stood for within McCann,” Davies said. “There’s a lot of potential to keep making progress in that space.”

Launched in May 2003, Tag specializes in marketing to 21- to 29-year-olds. The 50-person unit’s clients include Microsoft’s Xbox, Interbrew’s Bass Ale and Rock Green Light, and Verizon Wireless, for which it handles the “Are you in?” promotion.

One of Tag’s recent efforts was a promotion for the Tony-winning musical Avenue Q. The shop identified a younger demographic than would normally attend a Broadway show for a 5,000-ticket giveaway.

In the fourth quarter, Tag named, positioned and launched Rock Green Light, the low-carb version of Rolling Rock beer.