P&G sees “three to five times greater ROI through programmatic buying than we are through traditional environments," according to Scott Franzer, a former Starcom MediaVest Group associate director who represented himself as employee of Omnicom Media Group, on a recent panel covered by Ad Age. An Omnicom spokesperson said Franzer had not started at Omnicom when he made the remarks.
Hagedorn was particularly well-positioned to lead Hearts & Science because he spearheaded Omnicom’s winning pitch in the 2015 P&G review, is well-known throughout the industry for his expertise around data-driven marketing and is trusted by clients who, as a whole, are increasingly skeptical of agencies.
“He obviously knows how to run an organization that relies heavily on technology and data and the minds who are able to make sense of it all,” Sikowitz said. “That’s why he, rather than someone from a more traditional storytelling type of agency, is in charge.” She noted the data and analytics that can drive emotional connection and storytelling around commodity products, like the type P&G sells, could be a big differentiator.
Of course, there’s still the question of what will become of P&G’s existing technology relationships, such as its preferred DSP, AudienceScience.
While the company prefers to engage directly with technology partners regardless of its agency’s preferences, Omnicom might seek to influence its client's preferred technology stack. AudienceScience has strong global reach, but some believe its technology has not kept pace with competitors.
Story has been updated to clarify Scott Franzer's work history and the status of P&G's technology partners.