Accounts

TAG Brands Consolidates Media Upward of $150 Million With Dentsu X

It won the business in July following a review and started work in September

The Tag and Dentsu X logos appear on a black background. — The brand splits its media spend evenly between traditional investments like TV (national, local and DTV), and search and digital channels.Dentsu X, TAG

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Following a review spanning February to July, Dentsu X captured U.S. media agency duties for Aspen Dental, ClearChoice Dental Implants and Motto, which are part of dental health company TAG’s brand portfolio.

The account is worth upward of $150 million, according to a source who declined to be named in this story. Independent Philadelphia-based agency Harmelin Media was the incumbent. Though it parted ways with TAG on good terms, Harmelin chose not to defend the business, according to TAG chief marketing and customer experience officer Ash Eldifrawi.

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