OMNICOM TO MERGE MEDIAHUB AND HEARTS & SCIENCE INTO GLOBAL NETWORK

Omnicom is merging Mediahub and Hearts & Science into a single global network, marking a major step in its integration strategy following the acquisition of IPG. The new entity, representing $9 billion in billings, will be unveiled next month, though both agencies will continue operating independently in Australia.

Omnicom is set to consolidate two of its media agency brands, Mediahub and Hearts & Science, into a unified global network, in what is being described as a landmark move in the holding company’s integration strategy. The decision follows Omnicom’s acquisition of Interpublic Group (IPG), from which Mediahub originated, while Hearts & Science has been an in-house agency. Together, the merged entity will represent approximately $9 billion in billings for 2025.  

Florian Adamski, CEO of Omnicom Media, confirmed the development in an internal communication to staff, noting that the name of the new agency will be announced next month, with its leadership structure to follow in August. “Our plan was to formally introduce the new agency next month, once every detail, including its name and brand identity, was finalised. But with marketplace speculation increasing, we wanted you to hear directly from us first,” Adamski wrote in the memo.  

The consolidation underscores Omnicom’s broader ambition to streamline its portfolio and strengthen its position in the global media landscape. By bringing together Mediahub’s heritage from IPG and Hearts & Science’s data-driven expertise, the holding company aims to create a more integrated, future-ready network capable of delivering unified solutions to multinational clients.  

Industry observers suggest the move reflects the growing pressure on agency groups to simplify structures and harness scale in an increasingly competitive marketplace. The merged entity is expected to leverage combined resources to enhance efficiency, sharpen client offerings, and accelerate innovation across traditional and digital channels.  

However, in Australia, the two agencies are likely to continue operating independently, with no immediate changes to their local business structures, according to industry sources. This exception highlights the nuanced approach Omnicom is taking to balance global integration with regional market realities.  

The announcement marks another significant chapter in Omnicom’s ongoing transformation, positioning the company to compete more aggressively with rivals in the race to deliver consolidated, technology-led media solutions. As anticipation builds ahead of the formal unveiling, the industry will be watching closely to see how the new network reshapes the competitive dynamics of global advertising.