Whether it’s AI, CRO, CRM or exploring new global markets, we’re constantly learning and testing. We’ve built internal capabilities around emerging tools and frameworks, and we’ve made it part of our culture always to explore the ‘third horizon’
In this week’s edition of Founder Friday, we dive into the story of TAG, a marTech consultancy that has quietly been making waves in the marketing and technology space for a decade.
Co-founders Gary Tenenbaum and Alon Abraham share how a chance connection in Shanghai, a local football club, and a lot of hard work came together to launch a business that now operates on a global scale.
The spark
Back in 2013, both Alon and Gary were living in Shanghai, immersed in a world that was, by many measures, years ahead of what they were used to in Australia. “There was this energy around the online economy,” they recall, “everything was faster, smarter, and more connected.” It was an environment ripe for innovation, where technology and digital growth were moving at breakneck speed.
This experience was eye-opening for the pair. They realized that Australia’s digital landscape was still catching up, especially in how businesses were engaging with social media. At the time, platforms like Instagram were just beginning to gain traction, and many businesses were hesitant or unsure how to use them effectively.
It was a mix of luck, hard work, and intuition
When they returned to Australia, Alon and Gary found themselves involved in their local football club, helping to set up Instagram and Facebook pages. This wasn’t just a community gesture — it became a practical experiment in understanding how social media could drive engagement for real businesses. Some of the club’s sponsors, mostly traditional service-based businesses without any real digital presence, asked for help.
What started as a side project quickly snowballed into a business opportunity “The timing was right,” they explain. “It was a mix of luck, hard work, and intuition. We didn’t overthink it, we just started, and kept going.” The early days were hands-on, with the two of them juggling everything from strategy to content creation to client meetings. It was a steep learning curve but one that laid the foundation for what TAG would become.
Scaling up
As TAG grew, it became clear that the founders couldn’t do everything themselves. “The biggest factor in our growth has always been people,” they say. Recognizing that scaling meant more than just working harder, they made a conscious decision to bring in top-tier talent. They recruited people with experience at major tech companies like Meta and Google, who introduced new systems and processes. This was a turning point. By building a team with diverse skills and deep industry knowledge, TAG could deliver results more efficiently and with greater impact. “Bringing in exceptional talent helped us shortcut years of trial and error,” they note. “It allowed us to deliver outcomes for clients faster, smarter, and more consistently.”
What sets TAG apart in a crowded marTech market is their integrated approach. Unlike many agencies that focus solely on either strategy or execution, TAG combines both. “We position ourselves as both a marketing and technology consultancy,” they say, “but we back up every strategic recommendation with hands-on execution.” This hybrid model gives their clients an edge, ensuring that ideas don’t just stay on paper but translate into measurable results. Their commitment to innovation is relentless. From AI and Conversion Rate Optimization (CRO) to Customer Relationship Management (CRM) and expanding into new global markets, TAG is always looking ahead.
They’ve embedded a culture of curiosity and continuous learning, embracing emerging tools and frameworks. “We always consider the ‘third horizon’, thinking about what’s coming next and how we can be first to deliver it to clients,” they explain.
Navigating challenges and lessons learned
From data to automation to now AI, you can’t afford to stand still
Like any growing business, TAG has faced its share of challenges. Hiring the right people who fit both the skills needed and the company culture is no easy task. “Building a high-performing team aligned with your values is tough,” Alon and Gary admit. Mistakes were made, lessons learned, and through trial and error, they developed an environment where their team can thrive and do their best work.
Another ongoing challenge is pace. The marketing and technology landscape moves at lightning speed. What was cutting-edge last year can be outdated today. “From data to automation to now AI, you can’t afford to stand still,” they say. To keep up, they stay hyper-curious traveling, networking, and learning from the best operators globally. Their experience underscores the importance of adaptability and resilience. “The landscape changes fast,” they say, “but if you stay curious and keep pushing forward, you’ll find your way.”
Advice for aspiring founders
When asked what advice they would give to someone starting a business today, Alon and Gary highlight two key points. First, the sheer volume of free education available now is unprecedented. “Podcasts, articles, books, social media threads, YouTube: soak it all up,” they recommend. Learning fast and staying informed is crucial.
Second, they emphasize the value of community and mentorship. “Don’t try to figure it all out on your own. Find mentors and advisors who have already made the mistakes you’re likely to encounter. It’ll save you years.” Finally, they stress the importance of just starting. “Don’t wait until everything is perfect. Start small but smart. Stay close to the problem you’re solving. The best businesses solve real-world needs, not just theoretical ideas.”
Visit TAG: https://www.wearetag.co/
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