Published on: November 4, 2026
Hearts United Australia, part of Omnicom Oceania, has retained the media account of Opera Australia following a competitive review. The renewed mandate also expands the agency’s responsibilities to cover both the organisation’s opera and musical theatre productions.
The partnership marks 24 years of collaboration within Omnicom Media Australia, having continued through three agencies: DaVinci, Foundation and now Hearts United. The long-standing relationship makes it one of the most enduring client partnerships within the business.
Under the expanded mandate, Hearts United will continue to manage strategic media planning and buying for Opera Australia. The agency will also support the organisation in reaching new audiences and strengthening engagement with existing patrons across its wider portfolio of productions.
For Hearts United, retaining the account reflects a partnership built on long-term collaboration and a shared focus on bringing Australia’s leading cultural performances to audiences across the country.
Simon Meilak, Marketing Director, Opera Australia, said: “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: “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.”
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