NEW YORK: McCann-Erickson has formed Tag, a unit that develops strategies targeting the 18-24 demographic target audience. The unit is partnering with New York-based Blue Flame Marketing + Advertising, a lifestyle marketing company led by CEO (and rap producer) Sean "P. Diddy" Combs, whose Bad Boy Entertainment owns the agency.

An adweek report states that Tag has been formed with the intention of pursuing new clients whose mission is to reach the young-adult consumer. The agency officials have already started introducing clients to the services offered by Tag. Tag will serve existing clients such as Interbrew (Rolling Rock beer) and Microsoft.

The New York Interpublic Group agency's evp, director of account management Lori Senecal and svp group creative director Craig Markus will partner to lead the new effort.

Additionally, Tag will tap into resources from McCann-Erickson WorldGroup companies such as, Universal McCann, MRM Partners, Momentum and Weber Shandwick.