Hearts United has retained Opera Australia’s media account following a competitive review. The agency’s remit has expanded and covers the company’s opera and musical theatre productions.
The appointment extends a partnership that has spanned 24 years within Omnicom Media, including the agencies DaVinci, Foundation and now Hearts United.
Hearts United, which was previously known as Hearts & Science, merged with Foundation in 2024. This year, Hearts & Science rebranded to Hearts United.
Under the renewed partnership, Hearts United will continue to provide strategic media planning and buying services while supporting Opera Australia across its broader portfolio as the organisation seeks to engage new audiences and deepen its connection with existing patrons.
Opera Australia marketing director Simon Meilak said the expanded partnership would support the organisation’s ambitions across its portfolio of productions.
“We are delighted to continue our relationship with Hearts United. Their deep understanding of our organisation, audiences and category has been built over many years, making them a highly valued partner to our broader marketing team,” he said.
“Our team conducted a rigorous and highly competitive review process, which reinforced the strength of the existing partnership while also identifying new opportunities for the future. Hearts United challenged themselves throughout the process, bringing fresh thinking and a clear ambition to continue earning our business.
“As the partnership expands across both opera and musical theatre, we look forward to working together to grow our audiences and connect even more people with the transformative power of live performance.”
Hearts United managing director Liz Wigmore said: “To continue a partnership that has endured for more than two decades is incredibly special, particularly with an organisation as important to Australia’s cultural landscape as Opera Australia.
“Over 24 years, we’ve built a deep understanding of the business, its audience and its ambitions. The expansion of our remit across both opera and musicals reflects the trust that’s been built over time and creates even greater opportunities for us to work together to drive audience growth and engagement even further.”
