Hearts United retains and expands Opera Australia remit

Hearts United Australia has retained Opera Australia’s media account after a competitive review, adding musical theatre to its remit.

The appointment extends a 24-year relationship within Omnicom Media Australia, spanning DaVinci, Foundation and now Hearts United.

The agency will handle strategic media planning and buying across Opera Australia’s opera and musical theatre productions, supporting the company’s efforts to attract new audiences and retain existing patrons.

Expanded remit follows competitive review

Opera Australia marketing director Simon Meilak said the review reinforced the existing relationship and identified opportunities for the agency.

“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.

“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.”

A 24-year relationship

The account is one of the longest-standing partnerships within Omnicom Media Australia.

Hearts United managing director Australia 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.”