Omnicom merges MediaHub and Hearts & Science across global markets, sans Australia

Omnicom is consolidating two of its media agency brands—Mediahub and Hearts & Science—across global markets into a single network, marking another major step in the holding company's integration strategy following its acquisition of Interpublic Group (IPG). 

“The name of the merged entity will be announced next month,” Florian Adamski, CEO of Omnicom Media said in an internal communication to his staff, a copy of which is available with e4m. The leadership structure of the merged company will be announced in August. 

“Our plan was to formally introduce the new agency next month, once every detail, including its name and brand identity, was finalized. But with marketplace speculation increasing, we wanted you to hear directly from us first,” the Memo reads. 

In Australia, however, the two agencies are likely to continue to operate independently, with no changes to how either business is run locally, industry sources said. 

MediaHub comes from the IPG fold, while Hearts & Science has been an in-house agency. Combined, the new agency represents approximately $9 billion in 2025 billings. 

The restructuring aims to simplify Omnicom's media portfolio while offering clients broader access to integrated planning, data, technology and commerce capabilities. 

The move follows a wider overhaul announced after the Omnicom-IPG merger, which reorganised the company's operations across major business divisions including media, creative, commerce, public relations and precision marketing. While several agency brands have been consolidated or retired, Omnicom has retained multiple global media networks to cater to different client needs.

Industry observers see the latest integration as part of a broader trend among global holding companies to reduce duplication, improve operational efficiency and build AI-enabled marketing platforms capable of serving multinational clients at scale. 

He explains further, “This is much more than bringing two successful agencies together. It is the creation of a next-generation global network built from two entrepreneurial, high-growth organizations with complementary strengths, capabilities, and geographic reach.”

“Together, they create a scaled agency across 40 markets, significantly expanding each organization’s ability to serve the world’s largest and most ambitious clients. Purpose-built for how clients need to grow today, the new agency combines the best of both organizations to deliver greater consistency, capability, and impact around the world.”

We didn’t arrive at this decision overnight, Adamski clarifies. “Following the formation of Omnicom Media, we deliberately took the time to understand the strengths, cultures, and client needs of all our agency brands and determine how best to build for the future.” The takeaway from this process was clear: Hearts & Science and Mediahub could create something very powerful together, he noted. 

The consolidation is also aimed to strengthen Omnicom's competitive position against rivals such as Publicis Groupe and WPP as advertisers increasingly demand unified media, data and technology solutions.

Twin agencies

Launched in 2016, Hearts & Science is built around data-driven marketing and gradually became a leader in audience intelligence, analytics, precision planning, and connected systems.

Founded in 2005, Mediahub took a different path and built its reputation through challenger thinking, cultural creativity, and an ability to help ambitious brands grow through periods of disruption. 

Between 2021 and 2025, Hearts & Science increased billings by 50 percent, while during the same period, Mediahub grew by 33 percent.