Omnicom Media officially launched Hearts United on August 28, merging its Hearts & Science and Mediahub networks into a single global media agency spanning 40 markets and roughly $9.1 billion in 2025 billings. Florian Adamski, Omnicom Media’s CEO, said “in bringing them together as Hearts United, we have created a new globally scaled network built from complementary strengths.” Nicole Estebanell, formerly Mediahub’s U.S. CEO, leads the combined U.S. business; Ross Jenkins leads EMEA, with APAC and LATAM leadership expected in the fourth quarter.
The merger arrives as holding companies consolidate media buying scale to compete for the same AI driven planning and programmatic tooling contracts, and as marketers increasingly judge agencies on whether they can run one measurement and activation stack rather than stitch two together. Hearts & Science grew billings 50% and Mediahub grew 33% between 2021 and 2025 operating separately; Omnicom is betting the combined entity sustains that growth rather than losing momentum to integration friction. The timing lands alongside a wave of consolidation moves across marketing technology, from Perion’s acquisition of PRN’s in-store ad network to Integrate’s purchase of CaliberMind, that all point the same direction: fewer, larger operating units competing on unified data rather than headcount.
For CMOs, the practical test is not the billings figure but the win column. Hearts United already ranks first in U.S. year to date new business with $294 million in net wins, third globally at $567 million, and third in EMEA at $242 million, results built while the two networks were still legally separate. Whether that pace holds once the actual back office integration work starts, shared planning tools, unified reporting, one client-facing team, is the number worth tracking next, not the day-one press release.
Source: Omnicom
