This Media Buying Briefing covers the latest in agency news and media buying for Digiday+ members and is distributed over email every Monday at 10 a.m. ET. More from the series →Omnicom wasn’t ready to announce the move yet, but word leaked out last week that the holding company’s media agency group is folding Hearts & Science and Mediahub together into one agency that will operate under a new name and brand. And it may not be the last move the holding company makes in simplifying its offering to bring to market. “I fully expect there’s going to be more change down the road,” said Ryan Kangisser, chief strategy officer at Mediasense. “On the surface, if you compare the number of brands within Omnicom versus Publicis versus WPP, they have too many brands.”
Following its acquisition of Interpublic Group last year, which brought Mediahub, as well as UM and Initiative into its fold of existing media agencies (OMD, PHD and Hearts & Science), conventional thinking was that it wouldn’t be long before some of these brands were retired. This was despite Omnicom CEO John Wren’s protestations otherwise at the outset of the acquisition that that wouldn’t happen, at least how ID Comms’ co-founder Tom Denford remembers it, having sat at Omnicom HQ back in February 2025 when the acquisition was first announced.
