Tag Digital has worked with some of the world’s biggest exhibition organisers on some of the world’s biggest shows. Now they’ve seen AI transform their business and supercharge their marketing powers
Paid media agency Tag Digital has said it is on course for record turnover with AI supercharging their work in exhibitions.
The Glasgow-based agency, founded by husband-and-wife team Craig and Laura Davidson in May 2011, has helped supercharge the marketing of industry-leading international events including LEAP, FEAST and CityScape KSA in Saudi Arabia, as well as IDEX in Abu Dhabi, reMind in North America, CPHI Barcelona and Brand Licensing Europe in the past 18 months.
They said the resurgence of the exhibitions industry post-pandemic had helped revenues to grow by almost 40% YOY – with the business growing its team to more than 40 to meet demand.
The firm’s turnover for the financial year just ended was £8.5m, and it forecasts 35% growth for the coming year. Supporting more than 2,000 events per year across more than 50 countries, they were also buoyed by the renewal of a major global contract with Informa’s Market and Connect divisions that will see the businesses work together until 2026.
Early investment in AI tech, spearheaded by CTO Alex Velinov, has been key to growth they said, with Velinov’s expertise even seeing him become one of the foremost figures in the UK’s AI movement.
Laura Davidson said: “Our success internationally has played a huge part in the growth, and our early investment in AI technology to support our paid advertising activity has been a key driver, particularly in relation to product diversification.
“Innovation has always been essential to what we do and Alex and the team’s work to harness AI’s potential has supported the significant growth of our global client roster.
“It’s not about AI replacing the work of people, but rather enhancing it, and it’s that smart, innovative use of the tech that has been crucial.
“We’re excited about what’s possible now we’ve diversified our product offerings and the events world is thriving again.”
Tag Digital works with some of the world’s largest organisers, including Informa, Messe Frankfurt, ADNEC, Tarsus, Clarion, dmg events, RX and Media 10.
They claim to exceed traditional marketing results 8:1 and have a client retention rate of 97%, but despite early successes the agency lost more than 95% of its revenue in the pandemic.
Velinov immersed the business in AI as the company pivoted towards data building and digital sponsorship to support its clients, retain jobs, and grow. They launched a number of new services adapted to client requirements including audience extension, data onboarding and increased programmatic capability – all driving more revenue to the bottom line.
Laura added: “Whilst the past three years might not be what we planned for, we have learned so much about ourselves, the team and the business – the fact that we have bounced forward is testament to the resilience of the team and the creative solutions that we put in place in a challenging time. It’s the perfect springboard for Tag Digital’s continued growth.”
In a bid to further future proof the company launched its Tag Digital Academy – building out a full digital training system to enable them to take on young talent with limited experience and train them to become paid advertising professionals.
Craig Davidson said: “Paid advertising moves so quickly that it’s extremely difficult to learn the skills required outside of a business environment. We are perfectly positioned to develop young talent and help to plug major skills gaps in the UK – it’s really difficult to find people in this sector.
“We hope to develop the best digital talent who have all the skills needed to help event organisers around the world navigate the rapidly evolving world of digital advertising to drive revenue and event attendance.”
The company provides continuous development on topics such as leadership, mindfulness, mental resilience and emotional intelligence, as well as a training programme on topics such as digital marketing innovations, new platform updates and commercial awareness.
In 2021 Laura and Craig were regional finalists in Ernst & Young Entrepreneur of the year awards, a unique global programme that recognises entrepreneurial achievement among individuals and companies that demonstrate vision, leadership and success — and work to improve the quality of life in their communities, countries and around the world.
