Tag’s Anastasia Brand Believes That Care Drives Culture and Fuels Growth

Above: Anastasia Brand and her 'The Future is Female'

Anastasia Brand, marketing director at Tag, has always felt that doing things the ‘done’ way might not be the right option for her. This first looked like eschewing the university path after finding herself “managing a band unofficially” and realising that going directly into the world of work was what she wanted to do. Unafraid to knock on doors, she started in radio creative sales, then moving into cinema and co-founding DCM Studios, a creative agency within cinema advertising. It was there that she realised what her passion was: “creating impactful experiences for people, businesses, and brands.”

At Tag, Anastasia leads a small yet powerful marketing team that looks after the company’s global marketing efforts through collaboration. Recognising the need and power of getting people together in person, she’s overseen a number of events and initiatives that has put Tag’s Soho HQ back on the map as a place where the industry can come together to work, network, and also relax. This year, Anastasia’s approach to leadership - rooted in nurturing a positive culture and helping others grow - was recognised by Advertising Week with a Future is Female award which she says is a “validation of how I've chosen to approach my career”.  

Outside of her official job role, Anastasia is committed to making the industry a better place for women. She's been involved with WACL since 2014, and she’s currently working on creating a supportive space for new mothers that actually addresses their needs - an inclusive sanctuary of sorts. 

LBB spoke to Anastasia to find more about her care-centred approach to work, her dedication to helping others grow, and why a four-day week may just be the solution to many of the industry’s problems…

LBB> Can you give us a little run down of your career to date?

Anastasia> My journey has been all about hard work, treating people right, and diving into work that truly excites me. After school, I had plans for university, but after my parents divorced, and I found myself managing a band unofficially, I began to rethink my next impending step into education - and I realised maybe it wasn't my path. My mum encouraged me to value passion over degrees, so I reached out to every radio and music company I could find. Eventually, I landed a gig in radio creative sales.

From there, I ventured into cinema, starting as an assistant and climbing to sales manager, then marketing manager. I helped craft the company's first events team and co-founded DCM Studios, a creative agency within cinema advertising. That's where my passion for creating impactful experiences for people, businesses, and brands truly took root. Where I made lifelong friends, met my husband, found my career calling, and had countless fun adventures in Soho.

In 2014 I also got involved with WACL, where I've spent the last decade alongside my day job, organising fundraisers and connecting with amazing women in the industry. Then, the pandemic brought a twist - as I became a lockdown mum and took redundancy from my beloved job. Through my network, and an incredible support system, a WACL connection led me to Tag, where I joined as marketing director for EMEA while expecting my second child.

During my time at Tag, which coincided with our acquisition by dentsu, I've learned to juggle a career and motherhood while driving cultural change and integration in one of the world's largest marketing networks. I'm incredibly proud of my team's work and excited for what lies ahead.

Tag's 'Summer of Sport' space that Anastasia championed

LBB> How does Tag encourage you to excel and innovate in your role?

Anastasia> At Tag, I’m so lucky to be part of a small but mighty marketing team, and I’m surrounded by brilliant minds across the business. Together, we're driving fame and growth through real collaboration. I’m constantly amazed by our passionate experts in language and culture. They speak more languages than I can name, are based around the globe, and help brands understand the unique tastes and sensibilities of global markets, ensuring our content hits the mark every time.

Our creative minds are equally impressive, whether they're creating from scratch, reimagining existing content, or giving old ideas a fresh twist. Our shoot team, The Gate Films, is hands down the best in the business - they bring fun, energy, and unbelievable results for our clients. And our young, talented post-production team Smoke & Mirrors work their magic behind the scenes, turning great work into the final masterpieces that consumers see.

The breadth of services we offer our clients is just amazing. Since dentsu acquired us at the start of 2023, we've had even more resources and opportunities to tap into across creative, media, and experience. Integrating into dentsu, a global advertising powerhouse, is such a thrilling challenge. It keeps me on my toes and constantly thinking outside the box.

From left to right: Tag's lead producer Mona Nischal; marketing and growth assistant Francesca Small; and Anastasia Brand

LBB> What does winning the Future is Female award mean to you? 

Anastasia> Back in 2014, when Advertising Week Europe first came to London, I jumped on board as one of the initial sponsors with Digital Cinema Media. That experience, the festival itself, and the amazing team behind it have always meant a lot to me. Winning their award a decade later, recognising ‘best-in-class’ leadership through my career journey, is an honour.

This award isn't just about recognising what I've done; it's validation of how I've chosen to approach my career: by creating meaningful experiences, working with exceptional people, nurturing a positive culture, and helping others grow to their fullest potential. To me, success isn't just about big career moves or salary bumps; it's about the impact I have and the positive difference I make in both my personal and professional circles.

LBB> What initiatives or changes would you like to see in the industry to better support and advance women’s careers?

Anastasia> In my industry, I'm a firm believer that adopting a four-day workweek could revolutionise support for women's careers - and for everyone's careers, really. In our post-covid world, where flexible work arrangements are proving successful, I've personally found immense value in balancing a week's worth of work in just four days. As a mum, that extra day means the world to me - it's precious time I get to spend with my children.

Flexibility isn't just about working fewer days; it's about empowering people to manage their time in a way that fits their lives. It fosters a more inclusive, supportive, and productive environment for everyone, especially parents and caregivers. Imagine if more businesses embraced this approach - it would be a game-changer for so many, at all stages of their careers.

Beyond my professional life, I'm deeply passionate about creating supportive spaces for new mothers in our communities. Together with a close friend, we're crafting a hub that goes beyond the typical mum spots. Our vision is a sanctuary that supports every aspect of a new mum's journey - wellbeing, fitness, nutrition, and mental health. It's a safe haven where mums can connect, find solidarity, and thrive together.

While exclusive clubs for professionals boast comfort and allure, new mothers often settle for less accommodating environments like cold church halls or busy coffee shops with no space for pushchairs, to connect with peers and build social circles. In a time that can feel isolating and overwhelming, our hub will be a place where new mothers not only connect and share but thrive together. It's a space where they can scream together, share laughter, feed peacefully, celebrate milestones, and form deep connections with others navigating similar life stages.

Beyond being a physical space, our mission is clear: to create an empowering environment where every new mother feels valued, celebrated, and well-prepared for the challenges and joys of motherhood - including the eventual return to the professional world.

Above: photos from DCM and WACL events

LBB> How do you think this award and its recognition can influence other women in the industry?

Anastasia>> To me, winning this award isn't just about recognition in my field - it's a testament to a different kind of success. In our industry, it's not just about degrees or a cut-throat attitude; it's about loving what you do, working hard, and making sure everyone around you is happy and fulfilled.

Creating a supportive and inclusive workplace isn't just something I believe in; it's essential. When people feel valued and cared for, it's not just good for morale - it drives our culture and fuels our growth. Investing in our team, nurturing talent, and ensuring a healthy work-life balance are the cornerstones of a workplace where creativity thrives and everyone can shine.

In any business, caring about people isn't optional - it's what makes success sustainable.