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Outdoor agency MediaTag reinvents itself as an integrated player

MediaTag, a creative agency that specialises in outdoor, has reinvented itself as a through-the-line integrated offering.

The rethink follows a management buy-out by co-owners Marcus Lasarow and Grant Samuel, who took over the company from Melbourne-based venture capital firm Deasil Group.

“We found that we had become pigeonholed by clients who wanted more integrated communications,” said Marcus Lasarow, MediaTag’s director. “We’re now able to roll out below-the-line campaigns, but also tap into a client’s above-the-line strategy.”

The relaunch has given the agency the chance to attack the clients of larger rivals, he added. “Large agencies focus too heavily on media buying and not on strategy. Everyone’s attacking the media plan dollar, and the ultimate loser is the client.”

The agency has clients including ING Direct, Manassen Foods Group and JB HiFi and 10 staff in offices in Melbourne and Sydney.

MediaTag was formerly a local partner for Mumbai-based outdoor creative agency specialist Encyclomedia, until the latter opened a local operation – announced this week.

MediaTag’s former general manager Charlotte Gorham shifted to Encyclomedia to run the business as woman-in-charge.

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