Tug strengthens leadership team

London-based marketing agency Tug has appointed Asher Gordon as managing director for EMEA following a period of sustained growth and a series of major client wins.

Asher joins from dentsu X, where he most recently served as managing partner. 

He brings more than 15 years of experience across performance marketing, digital media and brand strategy, having also held senior roles at PHD and MEC, now Wavemaker.

The appointment marks a return to Tug for Asher, who previously worked at the agency as head of biddable media between 2018 and 2022.

In his new role, he will report to founder and chief executive Nick Beck and help drive growth across the EMEA region.

He said: “It’s a privilege to return, and I look forward to contributing to the agency’s next phase of growth. 

“I’m excited to apply the knowledge and expertise I’ve gained throughout my career to deliver stronger visibility and performance outcomes for brands in this evolving industry. 

“Tug has a clear and differentiated proposition, combining independence, genuine AI capability, and a strong search heritage. 

“This puts us in a powerful position to help brands compete in the performance marketing space.”

The move comes as Tug continues to expand its client portfolio, securing new business with organisations including Mitchells & Butlers, MoneyGram, the University of Lincoln and Merlin Entertainments. 

The agency operates from six offices across London, New York, Toronto, Berlin, Sydney and Singapore.

Nick added: “We’re delighted to welcome Asher back to Tug. 

“He joins us at a genuinely exciting moment – the independent agency market is in a strong position, clients are placing greater scrutiny on the value delivered by holding group structures, and our specialism in AI-powered search means we are actively competing for, and winning, accounts that would previously have gone to the large networks. 

“Asher’s experience across GEO, data, paid media, and global account leadership makes him extremely well suited to help drive our next phase of growth.”

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