McCann Forms Tag for Youth Demo

NEW YORK McCann-Erickson has formed Tag, a unit that develops strategies targeting the 18-24 demographic, the agency said.

The New York Interpublic Group agency’s evp, director of account management Lori Senecal and svp group creative director Craig Markus will partner to lead the new effort. Tag will serve existing clients such as Interbrew (Rolling Rock beer) and Microsoft. It will also pursue new clients whose mission is to reach the young-adult consumer.

The agency held a meeting on Thursday to introduce key clients to the specifics of Tag.

The unit is partnering with New York-based Blue Flame Marketing + Advertising, a lifestyle marketing company. That outfit is led by ceo (and rap producer) Sean “P. Diddy” Combs, whose Bad Boy Entertainment owns the agency.

Additionally, Tag will tap into resources from McCann-Erickson WorldGroup companies such as, Universal McCann, MRM Partners, Momentum and Weber Shandwick.