Omnicom Media Group has launched a third agency network, Hearts and Science, primarily to handle the Procter and Gamble business it won in North America last year.
The new agency, which sits alongside OMD and PHD, will be a data-focused marketing agency with media planning and buying capabilities, and other services that include shopper marketing, marketing innovation and content activation.
Scott Hagedorn, former CEO of Annalect, has been appointed CEO and according to the company will “lead the effort to integrate data across multiple Omnicom network agencies.”
Hagedorn crafted the vision for Hearts and Science, an enterprise that he describes as "the nexus between marketing science and consumer connections."
Based in New York, Hearts and Science will also seek to work with clients other than Procter and Gamble.
According to Hearts and Science COO Kathleen Brookbanks, who joins the new agency from sister shop OMD, the agency will open its New York facility with a staff of 175, a number that is expected to top 300 by the beginning of quarter three.
Additional offices will open starting shortly with Canada and Puerto Rico, followed by a number of key markets outside of North America in the second half of 2016. Additional executive hires, recruited from leading companies across the technology, publishing and agency industries, will be announced in the coming weeks.
Email Nicola at nicolariches@yaffa.com.au.