Dentsu's production arm Tag launches craft agency

Tag, the global production company under Dentsu, has announced the launch of Gate+, a new production model designed to enhance collaboration between creative and production teams. 

The approach aims to embed production within the creative process from the outset.

Gate+ will be led by industry veterans James Niklasson, Johnny Blick and Richard Skinner, formerly director of creative production, head of production and head of creative development respectively, at The Mill. 

Niklasson will take the role of director of creative production, Blick will act as managing partner, and Skinner will step in as head of creative development. 

They will work alongside Simon Lewis, head of film at Tag, and head of production Rhiannon Lewis.

Tag describes Gate+ as an evolution of its existing craft offering and a "hybrid production model that integrates production directly into the creative process". 

Niklasson said: “In a saturated market, only bold, unforgettable content truly resonates. While maintaining craft, we must evolve beyond predictable solutions and embrace innovative risks.

"Gate+ is redefining and rethinking the traditional model, offering a hybrid production gateway that combines the best minds, methods and technology globally to shape a more imaginative world and deliver our clients incredible, unique, standout content.”

Lewis added: “Gate+ launches at a pivotal moment as technology and AI reshape the creative industry. We’re committed to ensuring that this wave of innovation amplifies human creativity rather than eclipsing it.

"By combining cutting-edge technology with human insight, we’re set to push the boundaries of imagination and effectiveness. It’s a massive coup for us to get James, Richard and Johnny on board and we can’t wait to get started.”

Denstu acquired Tag Worldwide, formerly owned by Advent International, in March 2023.