Out Of Nowhere
ADWEEK|November 14, 2016

How one agency came out of nowhere to score two of the biggest accounts in advertising.

Patrick Coffee
Out Of Nowhere

Last December, an agency with no name, no office and no full-time employees shocked the media buying and planning world, without warning, by scooping up the lion’s share of the North American business of Procter & Gamble, the world’s largest advertiser. It followed that coup this past August by winning AT&T, the second-biggest media client in North America. The pair of wins encompassed approximately $5 billion in annual billings for two highly visible accounts that had been with Publicis and WPP, respectively, before moving on to their main rival, Omnicom (Dentsu Aegis’ Carat retained some P&G business).

It seemed like a modern miracle. But the agency, Omnicom’s Hearts & Science, is anything but an overnight success story.

New York’s 7 World Trade Center rises 52 floors above the footprints of the former twin towers, where thousands flood into lower Manhattan daily. The floor-to-ceiling windows of the shop’s headquarters on the 36th floor look out onto the Hudson River and beyond. Several blocks and more than a century removed from here is the American Telephone & Telegraph Building at 195 Broadway, which for years served as AT&T’s home base. The neo-Classical icon, which hosted history’s first intercontinental phone call in 1927, now houses the common thread weaving through this story’s key players: a little-known data analytics company called Annalect.

A BIG DATA THEORY

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