Omnicom Media Group has launched Hearts & Science in the MENA region. Touted as a data-driven agency, Hearts & Science was launched in the US exclusively for Omnicom’s P&G business and has since signed on telecom giant AT&T.
The Dubai office will be headed by OMD UAE’s head of strategy, Fadi Maktabi, who has been promoted to general manager of the new division.
Hearts & Science Global CEO Scott Hagedorn says in a statement: “It’s terrific to see the tremendous momentum continuing unabated with the expansion in the Middle East. Fadi has an impressive track-record and expertise in insights, strategy and innovation, a strong platform on which he can build to leverage that momentum and experience the success Hearts & Science has witnessed in other markets.”
Omnicom does not handle P&G in the region, and has not announced which clients Hearts & Science will service.
“All the signs indicate that the region is not only ready for but also aspiring to work with an agency providing the full spectrum of innovation in data-driven audience definition, media placement, content optimization and shopper activation to create more value for brands,” adds Omnicom Media Group MENA CEO Elie Khouri.