TAG was founded by Alvin Owusu and Tumisha Balogun at 21, two bright-eyed econ undergrads from Hackney and Peckham who grew up believing the clearest route to social mobility was an investment banking job.
In its early years, TAG became a vehicle for building creative routes into the industry that did not exist for young people who looked like them. They self-funded school tours for more than 2,000 students, launched mentorship programmes, and partnered early with platforms including Google and Meta.
Their work centred inequality and storytelling from the beginning, and they saw how young people were consistently described through coded and harmful language, particularly words like disadvantaged. TAG, (The Advantage Group), was created to confront these narratives directly and rewrite the stories.
Before going full-time at TAG, Tumisha's work spans music, entertainment, and culture, where she has helped shape the intersection of these industries. With over eight years of in-house experience, she has developed integral, insight-led marketing strategies.
Whilst, Alvin's spans social impact and strategy, designing industry-leading youth programmes, innovating ethnographic research methods, and developing funding frameworks for some of the UK’s biggest charities and foundations.
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Together, they brought a shared cultural fluency and a commitment to telling better stories into the heart of TAG. The pivot into building a creative studio came from necessity: culture needed new narratives, new rooms and new people shaping what brands say and do.
