How an Unknown Agency Came From Nowhere to Score America's 2 Biggest Media Accounts

5 years of data research led to Omnicom's Hearts & Science

Last December, an agency with no name, no office and no full-time employees shocked the media buying and planning world, without warning, by scooping up the lion's share of the North American business of Procter & Gamble, the world's largest advertiser. It followed that coup this past August by winning AT&T, the second-biggest media client in North America. The pair of wins encompassed approximately $5 billion in annual billings for two highly visible accounts that had been with Publicis and WPP, respectively, before moving on to their main rival, Omnicom (Dentsu Aegis' Carat retained some P&G business).