Australia – Production agency Tag has announced a series of leadership appointments across ANZ and JAPAC as it sharpens its focus on client-centric growth and expands its digital experience capabilities amid increasingly complex customer journeys.
The appointments include Roberta Camargo as Country Head for ANZ, Jack O’Neill as Head of Digital Experience and Strategy for JAPAC, and the promotion of Elena Fullerton to Chief Client Officer for JAPAC.
The moves signal a broader shift in how Tag partners with clients, with the dentsu-owned agency placing greater emphasis on connected content experiences, digital transformation, and technology-enabled growth.
Camargo joins Tag from logistics company DHL, where she spent more than 13 years working closely with the agency from the client side.
In her new role, she will oversee growth initiatives while strengthening local capabilities and client relationships across the ANZ market.
In a statement, Camargo said her experience as a longtime client gave her a firsthand understanding of the pressures brands face, adding that many organisations recognise the need to embrace digital transformation but often struggle with where to begin.
Meanwhile, O’Neill will lead the expansion of Tag’s digital experience practice across JAPAC, integrating strategy, technology, and experience design more closely into the agency’s end-to-end production offering.
Having worked across the dentsu network since 2021, he brings expertise spanning digital and customer experience.
O’Neill noted that advances in AI and automation are reshaping content production, creating opportunities for brands to deliver more connected experiences while improving efficiency and effectiveness.
Fullerton, who previously served as managing director of Tag ANZ, will now oversee client partnership strategy across JAPAC. The agency said her appointment reflects its commitment to delivering consistency, measurable outcomes, and stronger long-term relationships across the region.
Commenting on the appointments, Trent Agnew, Chief Executive Officer of Tag JAPAC, said brands are operating in an environment where content, experience, and technology must work seamlessly together to support sustainable growth.
He added that the strengthened leadership team would help clients scale content more intelligently and respond with greater speed and relevance in the age of AI.
The appointments follow Tag’s acquisition by dentsu in 2023 and form part of the agency’s efforts to evolve its offering beyond production by connecting content, technology, and experience at scale.
