Opera Australia retains Hearts United with expanded media remit

Hearts United Australia has retained Opera Australia’s media account after a review, with the agency’s remit expanding to opera and musical theatre productions.

The appointment extends the partnership that has spanned 24 years within Omnicom Media Australia, spanning DaVinci, Foundation and now Hearts United.

Under the renewed partnership, Hearts United will continue to provide 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.

Simon Meilak, marketing director at Opera Australia, said the expanded partnership would support the organisation’s ambitions across its diverse 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.

“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.”

Liz Wigmore, managing director Australia, Hearts United, said over the 24-years partnership they have developed 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.”