Tag, dentsu’s global end-to-end creative and content production agency, has announced the appointment of Assi Rahbani as Managing Director, MENA.
As demand for branded storytelling accelerates, Tag delivers integrated AI-driven solutions across campaigns, video, gaming, immersive experiences, post-production, and automation-driven workflows.
With more than 20 years’ experience in media production, Assi Rahbani has led high-profile campaigns and original content across the region, holding senior leadership roles. He joins Tag with a remit to drive growth, strengthen client partnerships, and build operational excellence across the MENA network.
Toby Codrington, Global Brand President, Tag, commented: “MENA represents one of the fastest-growing opportunities for content creation globally, and we see the region playing a pivotal role in Tag’s future. Our strategy focuses on combining automation-driven efficiency with high-end craft, ensuring we deliver work that resonates culturally and commercially. Assi’s appointment strengthens our ability to build this vision on the ground, blending global expertise with local insights.”
Assi will also lead TAG’s craft offering Gate+, across the MENA region — uniting film, photography, CGI/VFX, post, audio, music, and our cutting-edge AI capabilities under one vision. Their role is to champion creativity and elevate craft standards, ensuring world-class work that pushes boundaries and unlocks new possibilities for clients across this dynamic market.
Assi Rahbani, Managing Director, MENA at Tag, said: “The demand for content in this region is accelerating, and brands need partners who can deliver high-quality, locally relevant work at pace. My focus will be on building a team and infrastructure that give clients both content excellence and operational agility. With Tag’s global network, next-generation AI capabilities, we are redefining how ideas are conceived, produced, and delivered. This is a game-changer for brands in MENA, enabling us to create ambitious, cohesive, and cost-effective campaigns like never before.”
Tarek Daouk, CEO, dentsu MENA, added: “Tag’s expansion in market marks a major step in dentsu’s vision to build the region’s leading production capability. AI is central to this transformation – enabling us to deliver faster, smarter, and more personalised content experiences for clients.”
Tag’s relaunch in MENA follows its global repositioning under the promise to “Make It Land” – ensuring every piece of content connects with audiences through relevance, craft, and impact. As part of its regional growth strategy, Tag is investing in people, partnerships, and technology, with a particular focus on Saudi Arabia as a hub for glocal content excellence, driving innovation and enabling ambitious campaign delivery across the region.
With more than 4,000 specialists worldwide, including in-market copywriters and cultural consultants, Tag leverages its global scale to deliver local nuance, ensuring campaigns resonate with diverse audiences across MENA’s multi-dialect, multi-market landscape.
