Betsson has appointed Omnicom subsidiary Hearts & Science as its new European media and marketing as its first pan-European client after a competitive review.

The Omnicom agency will manage global media strategy, plus programmatic and media buying, for Betsson in a string of international markets, with the work “hubbed” from London.

Frances Ralston-Good, chief executive of Hearts & Science UK, told Campaign Live the win was “proof” that the agency’s “data-driven, technology-powered proposition” is working and can be scaled up across multiple markets from one base.

“It’s self-fulfilling – the technology has enabled us to have this European approach,” she explained.

Ralston-Good said it was vital for every market to have common standards with “an agreed naming convention for every piece of media that is placed” so that everyone who works on the account in different countries sees the same data.

She added that Hearts & Science can draw on local-language speakers in parent company Omnicom Media Group’s King’s Cross office in London.

Omnicom has already had a relationship with Betsson in London because Rocket, which became part of Hearts & Science in January 2018, previously looked after Betsafe.