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.”