Hearts United Retains Opera Australia Media Account
The Omnicom Oceania agency keeps the 24-year partnership and now also handles Opera Australia's musical theatre productions.
Updated on Nov. 3, 2026 in Opera
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Opera Australia has retained Hearts United as its media agency following a competitive review. The agency's remit now extends to cover both opera and musical theatre productions.
Why it matters
The retention extends a relationship that has lasted 24 years across successive agency names within Omnicom Media Australia. Opera Australia says it aims to engage new audiences and deepen its connection with existing patrons.
The retained relationship spans 24 years, moving through DaVinci and Foundation before reaching Hearts United within Omnicom Media Australia. The source does not specify the value of the account or how the expanded musical theatre remit will be budgeted.
The players
Hearts United
Hearts United is an Omnicom Oceania agency that provides strategic media planning and buying services.
Opera Australia
Opera Australia is the country's major opera company, which ran the competitive review for its media account.
The details
Hearts United provides strategic media planning and buying services for Opera Australia. Following the competitive review, the agency's remit now covers both opera and musical theatre productions.
Timeline
3 November 2026: Retention of Hearts United announced.
24 years: Length of the Hearts United and Opera Australia partnership.
Big Picture
The partnership has passed through DaVinci and Foundation before reaching Hearts United within the Omnicom Media Australia network. The retention keeps the account inside that network rather than moving it to a rival group.
Opera Australia says the partnership is intended to grow audiences and connect more people with live performance. The source does not indicate any change to ticket prices or performance schedules.
The takeaway
A long-running agency relationship can be renewed after a formal review, and the expanded remit suggests the company is widening its marketing reach beyond opera. Readers interested in the company's programming can follow its productions as the new campaigns roll out.
Further reading
Explore more Opera coverage for context on the company's wider programming.
Source note: This article includes information reported by Mumbrella.
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