To service two of the largest advertisers, P&G and AT&T, Omnicom fashioned not just a dedicated unit but a whole new and different kind of media agency.
In December 2015, Omnicom’s Hearts & Science—at the time still unnamed—landed the lion’s share of Procter & Gamble’s multi brand planning and buying business. Then, after a breakneck race to hire 300 warm bodies in the first half of the year to staff the account, the fledgling agency hit another home run in August, picking up AT&T’s business.
Combined, the two accounts represent some $5 billion in annual billings. That has meant a rapid expansion for the agency in just about every conceivable way.
“We started with one office here,” CEO Scott Hagedorn says from his perch at the company’s headquarters on the 36th floor of 7 World Trade Center in Lower Manhattan, and, he adds, two more in Canada and Puerto Rico. “Within a year, now we have two offices in New York,” he goes on. “We added Mexico, the U.K., Germany, Dubai and Japan.”
But growing that global footprint was, in large part, not really about fulfilling the marquee assignments Hearts & Science had already banked. A separate pitch late last year saw Hearts & Science add a chunk of P&G’s business in Japan, in a joint venture with Hakuhodo. “We’ve been winning in those markets and have active clients in all those markets,” explains Hagedorn.
With some 800 employees now on board, it’s hard to imagine a more natural contender for Adweek’s inaugural Breakthrough Media Agency of the Year Award.
Denne historien er fra February 13, 2017-utgaven av ADWEEK.
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Denne historien er fra February 13, 2017-utgaven av ADWEEK.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
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News Anchor Of The Year Megyn Kelly
From Trump to ailes, the fox news personality fearlessly faces off with the powers that be—and ends up crushing the cable ratings race.
The Big Bang
Global consultancies are rocking the agency world, creating a new universe of offerings that meld marketing and technology.
DROGA5
Using the fingers on just one hand, David Droga argues, you can count the number of agencies that possess a “strong soul.”
Ogily
When it comes to leadership changes, 2016 will be remembered as a time of disruption.
The Myth of White Space
'Brands have to stand out in an obvious crowd—not stand alone in an unusual spot that no one cares about.'
Brand Phelps
Can the greatest olympian in history be as dominant out of the pool as he was in it?
Masters Of Their Domain
WHY DIGITAL BRANDS ARE KILLING IT IN ECOMMERCE. BY LAUREN JOHNSON
Winners' Playbook
BRANDS OFTEN FIND THAT WHEN THEY AIM TO DO GOOD, THEY ALSO END UP DOING WELL. HERE ARE FOUR RULES TO KEEP IN MIND. BY DAN TYNAN
Flipping The Disruption Script
THE FORTUNE 500 SHOULDN’T REST ON THEIR LAURELS OF HAVING A FIRST-TO- MARKET ADVANTAGE.
MCCann
All things old were new again in 2017 as McCann dominated the U.S. agency landscape with a string of wins and created the most-discussed campaign of the year in Fearless Girl.
