Tag Appoints Language-Tech Pioneer Brock Hansen as Head of Localization

Tag, the global creative production and channel activation partner to brands worldwide, announces the appointment of Brock Hansen as the new head of localization for Tag Americas.

“We’re extremely pleased Brock has joined Tag. His deep understanding and expertise in translation, localization, and language technologies is an immense value to our clients,” shared Toby Codrington, Tag Americas CEO. “In today's marketplace, brands are continually expanding their reach globally—language is the key to unlock every market. With Brock at the helm, Tag is poised to lead the way in creating content to effectively communicate brands’ messaging across all cultures and languages.”

Brock’s aptitude for language translation and technology emerged after working with a software construction company in moving their tools to clients in Brazil, where years prior Brock lived and became Portuguese fluent. Combining his economics and international business education with language and tech, Brock helped progress translation software efficiencies and capabilities for CAD designs, website accessibility and compliance, and medical prescriptions, for notable companies such as ExxonMobil, Shell, Valero, and CVS. In his most recent role as globalisation programs and solutions manager for Wish, Brock led a team to build an entire back-end system for managing and controlling content localization.

“My journey through language, tech, and culture has been nothing short of exhilarating, and I'm thrilled to be at Tag,” Brock comments then added, “I've seen firsthand how successful localization closes gaps to bridge new opportunities across the world. To accomplish that level of translation, its crucial brands continue balancing human insight and expertise with the latest technologies.”

In support of the Language Center of Excellence, Brock and Language SMEs know human judgement and creativity are highly effective for transcreation and voiceovers, while machine translation (MT) engines and AI-supported tools, such as Tag’s proprietary Digital Interact (DI) platform and its specialised DI Translate, are exceptional tech-enabled language tools. These and other technologies can streamline workflows, reduce cost, and eliminate errors—especially for more rigorous applications, such as for regulatory compliance in pharma.

Whitney Bender, general manager, creative operations at Tag Americas, shared, “Dealing with regulatory requirements in the pharmaceutical industry presents significant challenges for pharma marketers, particularly translation accuracy and compliance checks. That’s why Tag is leveraging technology to streamline the content production processes—to help automate repetitive tasks, standardise workflows, and ensure consistency in translation quality.”

As Tag continues to pivot its Language Center of Excellence solutions holistically to manage large, at-scale translation services for all sectors, Codrington in closing points out, “Brock’s expertise within the language-technology ecosystem is invaluable in creating tailored, optimised linguistic solutions for our clients.”