Americana Group, one of the Middle East and North Africa’s most successful groups of companies, has concluded its three-way agency review with the appointment of Omnicom Media Group’s Hearts & Science.

The company, which operates restaurants and manufactures consumer foods and food-related products across the MENA region, is the first regional client for the data-driven marketing agency, a statement said.

With activities in 13 countries and a large portfolio of companies covering 18 restaurant chains and nine food brands, Americana Group has been in activity for over five decades.

It has thrived by focusing on innovation and growth opportunities, two essential aspects of its agency review. The conglomerate has selected Hearts & Science for its innovative ways for brands and people to interact in the post-media world of personalised marketing, the statement added.

The appointment is effective immediately and covers Americana Group’s full portfolio of restaurant and food brands.

“The Hearts & Science team has opened our eyes to a refreshing new media thinking, explained how to make data work for us and demonstrated how achievable it is across our region. We were looking for the agency of the future and we’re convinced we found it,” said general manager-KFC Middle East & North Africa at Americana, Sherif El Sherif.