Two challenger models that grew along different paths will now operate in the global market under a shared name. On August 28, Omnicom Media officially introduced Hearts United, a network created through the combination of Hearts & Science and Mediahub.
The combination itself had already been confirmed in July, but the latest announcement revealed the name, operating principles and initial details of the regional leadership structure. The new network begins operating across 40 markets and brings together approximately $9.1 billion in billings recorded in 2025.
The numbers explain why Omnicom Media decided to preserve the challenger positioning of the two agencies instead of simply incorporating them into one of its larger networks. Between 2021 and 2025, Hearts & Science increased its billings by 50 percent, while Mediahub grew by 33 percent. According to COMvergence data, Hearts United currently ranks first in the United States for total new business in 2026, with $294 million, and third globally and in EMEA, with $567 million and $242 million, respectively.
The differences between the two agencies now form the foundation of their shared offering. Hearts & Science brings experience in data-driven decision-making to the new structure, while Mediahub contributes an approach in which media serves a creative rather than exclusively distributive role.
“In bringing them together as Hearts United, we have created a new globally scaled network built from complementary strengths, approaches and footprints, and grounded in the shared principle of putting client growth at the heart of every decision,” said Florian Adamski, CEO of Omnicom Media.
The agency has organized its operating model around four areas. The agency’s commercial results are expected to be more closely connected to client growth, artificial intelligence will be embedded into workflows, and media planning will encompass platforms, creators, communities and commerce as a connected system. Clients will also be assigned more focused teams with greater involvement from senior experts.
The US business will be led by Nicole Estebanell, the former CEO of Mediahub US, while Ross Jenkins, who previously led Mediahub in the region, will oversee EMEA.
Regional implementation, however, will not look the same everywhere. In MENA, Hearts & Science offices are already operating as Hearts United under the leadership of Dana Sarkis. In Australia, Hearts & Science will also adopt the new name, but Hearts United and Mediahub Australia will continue operating as separate agencies.
Hearts United joins OMD, Initiative, PHD and UM in the portfolio. Its creation also shows how Omnicom Media is shaping its broader structure following the integration of agencies formerly belonging to IPG Mediabrands: not by eliminating all inherited identities, but by seeking new combinations capable of bringing together global scale and a challenger way of working.
