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Procter & Gamble (P&G) Omnicom

Omnicom launches third media agency network Hearts & Science with P&G as inaugural client

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By Minda Smiley, Reporter

April 8, 2016 | 3 min read

Omnicom Media Group has officially launched its third agency network, Hearts & Science, to support its Procter & Gamble account after winning the bulk of the company’s North American business last year.

Scott Hagedorn, founder and chief executive of Omnicom’s data arm Annalect, will serve as chief executive of Hearts & Science. The agency will open its doors this month at 7 World Trade Center and is expected to have a staff of more than 300 by July.

According to Omnicom, Hearts & Science is a data-driven marketing agency that “has been inspired by marketers seeking business advantage in a world of personalized digital marketing, where customer relationship management and addressable channels converge, and decisions must be made in real time to aggregate effective reach and deliver the right message at the right time.”

Aside from media planning and buying, Hearts & Science will also offer services including shopper marketing, marketing innovation and content activation.

Additional Hearts & Science offices will soon be opening in Canada and Puerto Rico, according to Omnicom. In the second half of this year, offices in key markets outside of North America will open as well.

Daryl Simm, chief executive of Omnicom Media Group, said of the new agency: “With the addition of Hearts & Science, Omnicom Media Group has three distinct agency brands all focused on driving client business results. OMD is the world’s largest and most creatively awarded media agency; PHD is the global leader in communications planning; Hearts & Science will be highly focused on data driven marketing. All three agency networks benefit from the full scale of Omnicom Media Group’s activation and buying resources and our industry-leading Annalect data and analytics platform.”

Kathleen Brookbanks will serve as chief operating officer of Hearts & Science. She joins from OMD USA where she also served as chief operating officer.

Procter & Gamble (P&G) Omnicom

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