Omnicom Media Group (OMG) has appointed Rochelle Chhaya as the CEO of Hearts & Science APAC. As the first APAC CEO for the network, Chhaya, who has been with OMG for over 14 years and most recently served as CEO of OMG Thailand, will lead the further expansion of Hearts & Science in the region. This comes as the brand continues to build on its success since its launch in Australia and New Zealand in 2019.
Leveraging OMG’s Agency as a Platform model that enables the network to draw talent and capabilities from across all of OMG and Omnicom, and powered by the Omni open operating system that supports all Omnicom agencies, Hearts & Science APAC has built a client roster that includes many of the world’s best known global brands including Jaguar Land Rover, Popeye’s, Sanofi, Sony Pictures, Twinnings Teas, and Versuni; as well as regional powerhouse brands such as Bank of New Zealand, the Hoyts cinema chain, DBS Bank, Mamy Poko, Marigold, Rebsico, Hyphens Pharma, and Double Dragon Properties.
“Expanding the Hearts & Science footprint across a region that is an epicentre for economic expansion, technological innovation, and digital commerce demands a seasoned leader who possesses operational experience with a deep understanding of the modern consumer’s priorities and behaviours. Combined with the digital and data expertise needed to help brands effectively engage with their customers across an increasingly complex media ecosystem, we have found that leader in Rochelle, someone who can bring both the ‘heart’ and the ‘science’ to the business,” says OMG APAC CEO Tony Harradine.
Appointed CEO of OMG Thailand in 2020, Chhaya steered the group to three years of continuous growth, with billings rising by 58% from 2020 to 2023, according to COMvergence. As COO of OMD APAC from 2018 to 2020, she successfully expanded a client-focused, digitally-driven, and data-centric agency model across the region. Chhaya joined OMG Thailand in 2014 as Managing Partner for its digital practice, where she played a pivotal role in launching OMG’s data and analytics division, Annalect, in the market.
Commenting on her new role, Chhaya said, “Hearts & Science aims to revolutionise connections planning and drive our clients’ business ambitions by combining data-driven insights with the art of creative storytelling. Asia Pacific is brimming with opportunities, and we are committed to harnessing the strong demand for consultative, modular media strategies that align with our clients' evolving needs. By going beyond traditional media KPIs and fostering strategic partnerships, we’re continuously refining our offerings to create meaningful impact. Together with our clients, we will unlock new possibilities for driving brand growth across the region.”
As one of her first duties as APAC CEO, Chhaya will oversee the launch of Hearts & Science’s operations in Malaysia and Taiwan, scheduled for Q1 2025.
Chhaya’s appointment, effective immediately, will see her reporting directly to Harradine. She will continue to manage operations in Thailand alongside OMG Thailand COO Jinnarat Sampuntharat and the executive team until a successor is appointed.