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Omnicom launches Hearts & Science

Omnicom Media Group of New York has launched a new agency network called Hearts & Science that will specialize in data-driven marketing, personalized digital marketing, customer relationship management, shopper marketing and media planning and buying. Scott Hagedorn has been appointed CEO of Hearts & Science. He has spent the last five years as the founding CEO of Annalect. Kathleen Brookbanks, previously of OMD, has joined the firm as chief operating officer. The agency's New York office will begin operating immediately, followed by additional locations in Canada, Puerto Rico and other international markets later this year. Procter & Gamble has signed on as the first client of the agency.

"With the addition of Hearts & Science, Omnicom Media Group has three distinct agency brands all focused on driving client business results," said Daryl Simm, CEO of Omnicom Media Group. "OMD is the world's largest and most creatively awarded media agency. PHD is the global leader in communications planning. Hearts & Science will be highly focused on data driven marketing. All three agency networks benefit from the full scale of Omnicom Media Group's activation and buying resources and our industry-leading Annalect data and analytics platform."

In related news, Slavi Samardzija has been appointed global CEO of Annalect, while Erin Matts has been appointed North American CEO of the agency. They were previously analytics officer and chief marketing officer, respectively.

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