Amgen awards $350M media account to Hearts & Science after competitive review

Advertising agency word cloud image
Amgen chose Hearts & Science for its strategy, buying and planning work in part because of the agency's data-driven approach. (Alpha Stock Images)

We have a winner: Media agency Hearts & Science has picked up Amgen’s estimated $350 million media account. A competitive review included the retention of Amgen’s HCP business by SSCG, which is one of Hearts & Science Omnicom Media Group's sibling agencies.

Data expertise was key to the victory. Critical factors in the decision were the agency's data-driven approach, more-efficient targeting, innovative approach and capabilities, and ability to expand beyond traditional media channels, a Hearts & Science spokesperson said via email.

RELATED: Sanofi shakes up agency team, adding WPP Group to media and creative partners

Free Daily Newsletter

Like this story? Subscribe to FiercePharma!

Biopharma is a fast-growing world where big ideas come along daily. Our subscribers rely on FiercePharma as their must-read source for the latest news, analysis and data on drugs and the companies that make them. Sign up today to get pharma news and updates delivered to your inbox and read on the go.

The media strategy is estimated to be worth $350 million, according to an Adweek report. Amgen holds scheduled reviews of its agency accounts every three years; this one began in 2016 with two other competitors, Publicis Groupe’s Starcom and WPP’s Wavemaker, in the mix for the account, the report said.

Hearts & Science was launched in 2016 to handle Procter & Gamble’s North American media account after Omnicom won the bulk of that account. P&G is the world’s largest advertiser, spending $10.5 billion annually on advertising and marketing on consumer brands such as Tide, Pampers and Pantene, according to Advertising Age. P&G is also a bit of a rabble rouser in the advertising world, causing industry shifts in priorities and capabilities with its CEO and chief brand officer pronouncements or strategic internal changes.

RELATED: As Eli Lilly moves some marketing in-house, should ad agencies brace for fallout?

Hearts & Science has since added other clients to its stable, including another advertising powerhouse in AT&T, attracting clients with its data-first model. When Hearts & Science launched, Omincom described its third media agency network as “a data-driven marketing agency with expert media planning and buying capabilities, among other services that include shopper marketing, marketing innovation and content activation.”

Suggested Articles

Late-stage ovarian cancer patients have few options, but now the FDA is reviewing GSK's Zejula for the patient group.

The FDA has raised questions about the manufacturing of Glenmark's new molecular entity Ryaltris, a nasal spray for seasonal allergic rhinitis.

Despite unconventional support from President Donald Trump, Johnson & Johnson’s Spravato didn’t win broad backing at the VA.