Omnicom Media Group’s Procter & Gamble (P&G)-focused agency will be named Hearts & Science, The Drum has learned.
The agency will be based at 7 World Trade Center in New York City and will have a staff of about 350 people. While Omnicom has yet to comment, The Drum understands that an official announcement of the new agency is days away. Scott Hagedorn, CEO of Omnicom's data hub Annalect, is expected to lead the agency.
After winning the bulk of P&G's North American multibillion dollar media business last year, Omnicom announced that it would be creating a third media agency to handle the account. Its other two media agencies are PHD and OMD.
P&G began a review of its North American business last year. Omnicom was the only agency that had not previously been working on any P&G brands and competed against Publicis’s Starcom Mediavest Group, Dentsu Aegis’ Carat and WPP's Mediacom.
Starcom Mediavest Group, the incumbent on P&G's US business, retained some of the company’s brands.
Omnicom was unable to provide a response by the time this article was published.
Correction: The Drum initially wrote that the agency would be called 'Hearts and Sciences.' It will be called 'Hearts & Science.'