Omnicom Media, the media planning and buying division of Omnicom Group, unveiled the creation of Hearts United, a new global media agency that will operate across 40 markets. This results from the merger of the Hearts & Science and Mediahub networks, an intention that had been revealed by the group in late July. Mediahub was not present in Portugal, and Hearts United will be led on an interim basis by Mariana Daun and Lorena.
Florian Adamski, CEO of Omnicom Media, stated that Hearts & Science paved the way for data-driven decision-making, while Mediahub innovated by demonstrating that media can function as a creative platform. By bringing them together in Hearts United, a new network with global scale has been created, built on complementary skills and geographic presence, guided by the principle of placing client growth at the center of all decisions. The goal of the new agency is to help brands navigate a constantly changing media ecosystem.
The new agency represents approximately $9.1 billion in billing in 2025. Between 2021 and 2025, Hearts & Science increased its billing by 50%, while Mediahub grew by 33%. According to COMvergence data cited by Omnicom, Hearts United currently ranks first in the US year-to-date, with a total net new business of $294 million, and is in third place both globally and in the EMEA region, with $567 million and $242 million respectively.
In the EMEA region, Hearts United will be led by Ross Jenkins, who previously headed Mediahub in the region. It is worth noting that Hearts & Science was launched in Portugal during 2023, under the leadership of Mariana Daun and Lorena, who took over as general manager of PHD in April, following Sandra Alvarez's departure.
