New data-driven media network launched by Omnicom

Omnicom Media Group has unveiled 'Hearts & Science', its data-driven media network which will be led by Scott Hagedorn, founder and CEO of Annalect Group. Hagedorn announced that Omnicom's third media network has been designed to "combine data-driven planning and buying practices with orchestrated content creation, delivery and optimisation" as data-driven marketing becomes a core practice for the media giant. While Proctor and Gamble will be Hearts & Science's inaugural client, after Omnicom won a significant portion of P&G's $2bn North American account, the company plans to add further clients and to open additional offices in Puerto Rico and Canada.

Four months after winning the $2 billion P&G North America media review, Omnicom Media Group today unveiled its third media network. The new organization will be called Hearts & Science, and P&G will be its inaugural client. Sources close to the matter clarified it will not be a single-account "dedicated" unit and that it will look to expand its roster in the future.