Tag names new head of tech for JAPAC

Tag, dentsu’s global creative production and transformation partner, has appointed Nathan Petralia (pictured) as head of technology and solutions, JAPAC, strengthening its technology and innovation leadership across the region.

Effective 23 September 2026, the appointment marks a further step in the Tag’s continued investment in the leadership and expertise shaping its next phase of growth across JAPAC. Petralia reports to Trent Agnew, JAPAC CEO, Tag.

Based in Hong Kong, Petralia will lead the development of Tag’s technology solutions across JAPAC, with a focus on enhancing AI solutions, advancing digital experiences and bringing together technology, data and creativity to help clients drive growth and greater operational efficiency.

Petralia will work closely with Tag’s JAPAC leadership team to shape the technology vision and strengthen how technology is integrated across its client solutions. He will also partner closely with Tag’s global solutions teams to further connect the technology, digital and creative capabilities across markets.

Petralia brings more than 18 years of experience across Asia Pacific, working with leading brands across luxury, retail, financial services, and hospitality, to navigate complex business and customer challenges. His experience spans enterprise AI, e-commerce, CRM, data activation and MarTech, alongside the design and delivery of large-scale digital transformation programmes.

Agnew said: “Technology is increasingly central to how brands create, produce and deliver experiences at scale, but the future will not be defined simply by who has access to the same technologies, but by who has the imagination and conviction to use them to create something meaningfully better. At Tag, we turn that possibility into value, by seeing further, moving earlier and building what will matter to our clients. Petralia brings exactly that combination of imagination, commercial instinct and a builder’s mentality to help us take the next step in how we bring these capabilities together.”

The appointment also marks Petralia’s return to the network, where he previously spent close to six years developing capabilities across digital marketing, eCommerce, loyalty, AI and advanced analytics, while contributing to broader APAC customer experience management roadmap.

“Petralia's return gives us the benefit of someone who already understands our broader ecosystem, while bringing a fresh perspective on where technology, AI and digital experience are heading. I’m delighted to welcome Nathan back and look forward to working with him as we continue to evolve what we can deliver for clients across JAPAC,” Agnew added.

Petralia said: “We are at a point where the possibilities of technology and innovation are expanding incredibly quickly, but the real opportunity comes from understanding where it is going, what brands genuinely need and how to bring those two things together in ways that solve real business challenges. Tag has an incredible opportunity to set that bar higher across JAPAC, and that is what excites me about being part of a team that is prepared to challenge conventions, experiment boldly and ultimately create better experiences and better outcomes for our clients and their customers the scale and intelligence technology can bring.”

MARKETING-INTERACTIVE has reached out to Tag for more information. 

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