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

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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.

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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.

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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.”