Hearts & Science is the youngest addition to the global media investment galaxy, created by Omnicom in 2016 as the new home for the recently captured Procter & Gamble North America account. It has been built more or less from scratch rather than through acquisition, though much of what it does is based upon the work of existing analytics and programmatic unit Annalect, already a unit of Omnicom Media Group. The new agency aims to combine traditional media planning and buying disciplines with sophisticated analytics offering real-time insights into audience response and is backed up with extensive content creation services. There is a particular emphasis, inevitably, on digital media. Though the P&G win was its original motivation, Omnicom said from the outset that H&S would seek additional clients. The first such was another mammoth gain, the US AT&T account, poached from MEC. Together they are the two biggest media accounts in the US. Annalect founder and chief Scott Hagedorn moved over to become the first CEO of Hearts & Science. Recma estimated billings of $1.8bn for 2016, but this will have risen significantly following the transfer of AT&T in 2017. Though the bulk of its work is in North America, the agency is gradually rolling out a global network to support P&G in other countries. Adbrands does not currently offer a business profile for this company but subscribers may access account assignments and contact information. The searchable account assignments database is available to full subscribers to Adbrands.net premium services. Click here to access Adbrands account assignments (subscribers only); or see here for information on how to subscribe.
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Capsule checked 4th August 2017
Recent stories from Adbrands Weekly Update:
Adbrands Weekly Update 18th Jan 2017: Procter & Gamble split media in Japan between a new outpost of Omnicom's Hearts & Science network, that will itself be a JV with local agency Hakuhodo, and the Tokyo office of Carat. That decision largely mirrors the current set-up in the US. The business moves from Carat's ultimate parent Dentsu.
Adbrands Weekly Update 18th Aug 2016: It's been another great week for Omnicom in account assignments, this time at WPP's expense. AT&T has consolidated the bulk of its marketing with the US-based group. BBDOalready handled creative for the main AT&T brand, but it will also take over DirecTV from long-time incumbent Grey. At the same time, all media will move from MEC - it has been that agency's biggest account - to Omnicom's newly created Hearts & Science unit, created last year to handle P&G in North America. In an interview with Ad Age, AT&T's CMO Lori Lee and head of advertising Fiona Carter said Hearts & Science's digital and data-driven approach gave it a "slight edge" over WPP. MEC was said to have been confident it would retain the business until the final announcement. The account loss is likely to cast a cloud over WPP's 4Q results announcement next Wednesday.
Adbrands Weekly Update 14th Apr 2016: Omnicom took some of the wraps off its newly created third global media network, which launches with Procter & Gamble North America as its debut client. Its name was revealed as Hearts & Science, and Scott Hagedorn, current CEO of the group's data analytics unit Annalect and ex-head of PHD USA, was appointed as chief executive. "Hearts & Science has been designed to protect the balance and leverage the connections between information and emotion," he said in a statement, "combining data-driven planning and buying practices with orchestrated content creation, delivery and optimization across all touch points." Kathleen Brookbanks transfers from OMD as COO. Omnicom says that Hearts & Science is not intended to be a dedicated agency for P&G; other accounts are expected to join the roster in due course.
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