Tag Gross
Building Organizations
Where Great Creative Work Happens.
Storytelling • Marketing • Production • Technology • Leadership
I’ve spent my career building and leading organizations where creativity, strategy, production, marketing, and business work together.
I’ve partnered with CEOs, CMOs, artists, agencies, and global brands to turn ambitious ideas into meaningful work, from music and branded content to campaigns, immersive experiences, and emerging media.
What I’ve learned is that great work rarely happens because of one brilliant idea. It happens when the right people share a clear purpose, trust one another, and have the leadership and systems that allow them to do their best work
Creativity and business make each other stronger.
I’ve been in the room shaping the idea, in the studio producing the work, and at the table accountable for how it performs.
That experience allows me to move easily between creative conversation and business reality, connecting people and disciplines that too often operate separately.
Three Pillars
Storytelling
Ideas only matter when people care about them. Whether through music, video, branded entertainment, podcasts, live experiences, or emerging media, storytelling has been the foundation of everything I’ve built.
Leadership
The strongest creative organizations are built around trust, clarity, and shared purpose. My role has been to bring together talented people and create an environment where they can produce exceptional work.
Execution
Vision only becomes valuable when it becomes real. I connect creative ambition with the people, resources, systems, and accountability required to carry it through.
How I Work
When I began my career, I thought creativity was mostly about having the best idea. Over time, I learned that great ideas are everywhere. What is much rarer is building an organization capable of recognizing them, improving them, and turning them into finished work without losing what made them special. That has become the focus of my leadership.
Bring together the right people
Talent matters, but the combination of talent matters even more. I build multidisciplinary teams that bring different skills and perspectives to the same problem.
Give people a clear purpose
Teams move faster when they understand not only what they are doing, but why it matters. Clarity creates confidence, ownership, and better decisions.
Protect creativity with structure
Process should not suffocate creative work. It should remove friction, clarify responsibility, and protect the time and space needed to make something exceptional.
Connect creativity and business
I’ve never believed they are opposing forces. The strongest creative organizations understand that commercial discipline gives ambitious ideas the chance to survive, grow, and reach people.
Use technology thoughtfully
I embrace AI and emerging production tools because they expand what creative teams can explore and make. But technology does not replace curiosity, taste, judgment, or the forward-looking imagination that gives work meaning.
Follow through
Execution is a form of respect: for the idea, for the people making it, and for the audience it is meant to reach.
Selected Work: Miller Lite
Miller Lite required more than a campaign. It required creative, research, marketing, production, celebrity talent, and multiple agency partners to operate as one team.
I assembled and aligned those disciplines around a shared vision, then led the work across television, digital, experiential, music, and branded content.
The result was an integrated body of work that brought new energy and cultural relevance to a brand people already knew and loved.
Creative Leadership • Integrated Marketing • Talent • Production
Voya: Giving a Company It's Voice
When ING became Voya, CEO Rodney O. Martin Jr. asked a simple but profound question:
What should this company sound like? I worked with senior leadership to translate the company’s strategy and character into a complete audio identity that could live consistently across communications, media, and customer experiences. More than a decade later, the work remains in use.
CEO Partnership • Brand Strategy • Audio Identity • Long-Term Brand Systems
Goldmoney/Menē:
Turning an idea into a business
An idea becomes real only when people, capabilities, budgets, and decisions are organized around it.
This proposal brought together brand positioning, audience strategy, creative development, production, communications, channel planning, and operational requirements into one executable roadmap. It demonstrates how I turn broad ambition into a plan that a multidisciplinary team can understand, own, and deliver.
Strategy • Team Design • Go-to-Market • Execution Planning
TEMPT: Building an audience
Talent alone does not create momentum. Artists need a clear identity, a steady stream of compelling content, and a direct relationship with the people who care about their work.
For TEMPT, I led brand positioning, content strategy, video production, social growth, and audience engagement across platforms.
The campaign generated more than five million video views and thousands of direct fan interactions.
Artist Development • Social Content • Production • Audience Growth
Tag Gross: About
I’ve spent more than twenty years working across music, media, marketing, production, and operations.
My career has included building and leading Sticky 360, transforming the New York operation of Pirate, managing Elias Arts’ New York business, and founding RTG Music with Nile Rodgers.
Along the way, I’ve worked with artists, entrepreneurs, Fortune 100 brands, advertising agencies, producers, filmmakers, researchers, technologists, and executive leadership teams.
The roles and media have changed, but the work underneath has remained consistent: bring together the right people, make the purpose clear, and build the conditions that allow ambitious ideas to become exceptional work.
I am equally comfortable shaping a story, leading a production, advising a senior executive, restructuring a team, or helping an organization adopt a new creative technology. That range is not a collection of unrelated experiences. It is how I learned to see the whole system. I understand the idea, the audience, the people making the work, and the organization required to deliver it.
Creative work led by Tag has been recognized by CLIO, Cannes Lions, AMP, and Mercury Awards.
Selected brand experience includes Visa, ESPN, Microsoft, Nike, Voya, Miller Brewing, Volkswagen, AT&T, Apple, and other global organizations.