News - Production
Dentsu Puts Production in the Spotlight with Assi Rahbani at Tag MENA
by Patrick Amhaz
September 19, 2025
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AdvertisementDentsu is sharpening its production play in the region with the appointment of Assi Rahbani as Managing Director of Tag MENA, its global end-to-end creative production arm. He accelerates its production ambitions with the Tag’s expanded offering and refreshed positioning in the region.
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Rahbani, a seasoned media production leader with more than two decades of experience, is tasked with scaling Tag’s MENA presence, strengthening partnerships while building agile operations across the region.
He will also oversee Tag’s high-craft unit spanning film, photography, CGI/VFX, post, and audio, now enhanced with AI capabilities.
As branded storytelling accelerates, dentsu is positioning Tag to become the production benchmark for MENA, blending automation-driven efficiency with high-end craft.
“Brands in this region demand locally relevant content delivered at pace,” Assi Rahbani said.
The company’s global brand president Toby Codrington echoed the regional focus: “MENA is one of the fastest-growing opportunities for content creation worldwide. With Assi leading, we’re bringing together global expertise and local insight to deliver work that resonates both culturally and commercially.”
Backing the strategy at group level, Tarek Daouk, CEO of dentsu MENA, positioned AI as the driving force: “It’s about delivering faster, smarter, more personalised content experiences for clients—production designed for the speed of the algorithm.”
Tag’s expansion comes on the heels of its global repositioning under the promise ‘Make It Land’, ensuring campaigns connect with relevance, and impact. In MENA, where scale and speed meet cultural nuance, the race to redefine content is on.
By tapping Rahbani, dentsu signals that production is no longer the back end of creativity but its new competitive edge.
