Tag names new managing director for Korea

Tag, dentsu’s global creative production and transformation partner, has appointed Soyoung Lee (pictured) as its new managing director for Korea, effective from October 2026. She reports to Trent Agnew, CEO, JAPAC, Tag. 

The appointment reinforces Tag's commitment to investing in local leadership and accelerating growth in one of the region's most dynamic markets. In her new role, Lee will lead the Korea business, focusing on strengthening client partnerships, unlocking new growth opportunities, and connecting clients to the full breadth of Tag's regional and global capabilities.

Lee brings more than 20 years of leadership experience spanning communications, marketing, strategy, and business management. She joins from MSL Korea, where she served as general manager and vice president at Publicis Groupe Korea, overseeing a diverse portfolio of clients across technology, mobility, healthcare, and consumer sectors.

Known for her people-first leadership style, Lee has built a strong track record of leading high-performing teams, delivering integrated solutions, and driving sustainable business growth for both local and global brands.

"I'm delighted to start my new role at Tag," said Lee. "There is so much potential ahead, and I'm excited to unlock the wide range of capabilities that Tag brings to the market, alongside the strength of our relationship with dentsu. Together, we have a tremendous opportunity to build impactful solutions for our clients and help them navigate an increasingly complex marketing landscape."

"I'm incredibly excited to welcome Lee to Tag," said Agnew. "She has already hit the ground running and brings a wealth of experience, energy, and leadership to the business. While Korea has historically been supported by our regional leadership team, we believe the market is at a stage where dedicated local leadership is essential. Lee's appointment reflects our commitment to being closer to our clients, our people, and the significant growth opportunity we see in the Korea market."

With Korea representing a significant opportunity for future growth, Lee's appointment marks an important step in Tag's continued investment in local market leadership, ensuring clients benefit from a combination of local market knowledge, strong client partnerships, and access to Tag's regional and global capabilities.

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