Omnicom Media Group, the media division of US-based Omnicom Group, has announced the MENA launch of its third agency network, Hearts & Science, which will join OMD and PHD in the region. The data-driven marketing agency launched six months ago in New York on the back of Omnicom’s Procter & Gamble business and subsequently won US telecoms provider AT&T.

Hearts & Science has offices in the US, Canada, Puerto Rico and India, and last month announced it would open a London office as well. Omnicom does not handle P&G in the region, and has not announced which clients Hearts & Science will service.

“In order to respond to marketers seeking business advantage in a world of personalised digital marketing, Hearts & Science has been designed to inform brand strategies with real-time data-led insights,” said a statement from OMG. “It combines expert media planning and buying capabilities with a full range of services that include shopper marketing, marketing innovation and content activation.”

The new office will be led by Fadi Maktabi (pictured), who has been promoted to general manager of Hearts & Science MENA. He was previously the head of strategy at OMD UAE. Hearts & Science Global CEO Scott Hagedorn said: “It’s terrific to see the tremendous momentum continuing unabated with the expansion in the Middle East. Fadi has an impressive track-record and expertise in insights, strategy and innovation, a strong platform on which he can build to leverage that momentum and experience the success Hearts & Science has witnessed in other markets.”

Maktabi is expected to build a team of 16 over the next few months, initially working from OMG’s offices in Dubai Media City.

“All the signs indicate that the region is not only ready for but also aspiring to work with an agency providing the full spectrum of innovation in data-driven audience definition, media placement, content optimization and shopper activation to create more value for brands,” said Omnicom Media Group MENA CEO Elie Khouri. “Hearts & Science will transform the market by redefining the standard for precision and performance.”