Omnicom is gearing up for the launch of its third global media agency Hearts & Science, focused on Procter & Gamble (P&G), following the appointment of Omnicom Media Group (OMG) to the business last year.

An announcement about the roll-out of Hearts & Science, and its leadership team, is expected later this week. The trademark was registered two months ago.

It was first mooted the OMG would add a third media agency brand after it picked up the bulk of P&G’s North America business in December.

In a call to analysts earlier this year, Omnicom chief executive John Wren confirmed that the network’s Media Group is “in the process of developing a third global brand”, and that the official launch will take place “in the next few weeks”.

The Drum reports that Hearts & Science will be based at 7 World Trade Center in New York, and will have around 350 staff. It has been previously reported that the agency will be led by Scott Hagedorn, currently chief executive of Omnicom’s data arm Annalect.

When asked how the new business will differ from OMD and PHD, Wren told analysts in February that he will approach the launch in a way which reflects the marketing and media landscape today, rather than 20 years ago.

The emphasis will also be upon “leveraging other in-country media assets”, rather than recruiting a completely new team, he added.

“It will be different than if I was doing this in 1996. We have quite a number of hubs out there where we have a lot of talented people, and that’s what we’re going to build around,” said Wren.

“There are key very important markets where there’ll be standalone companies under this new brand, but there will be many other markets that the service level required by the particular client is not the same. And so that becomes an important factor.”