Omnicom Media Group agency Hearts & Science has secured Xiaomi's integrated media buying account in China following a pitch held in December 2025, Campaign has learned.
The remit spans Xiaomi's entire product portfolio in China, covering automotive, smartphones, and home electronics. COMvergence estimates the account at US$140 million in billings.
The win follows a string of new business for Hearts & Science in APAC since 2025. In May, it won the integrated media planning account for Hyphens Pharma in Singapore and Allergan in Taiwan. Earlier in March, it also picked up AS Watson's media account in Hong Kong, beating incumbent Dentsu. In addition, the agency edged out incumbent Mindshare in February for Warner Bros. Discovery's theatrical and streaming AOR across nine APAC markets.
In China, Omnicom Media Group finished second to Publicis Media in net new business in 2025. The network's earned RMB 2 billion (US$281 million) in net new business following account wins with Volkswage, Anhui, and Audi, per Ebiquity's analysis.
The appointment comes as Xiaomi reported record commercial performance in 2025. The Beijing-based tech giant posted revenue of RMB 457 billion (US$66 billion) on a 25% YoY rise, driven by a rapidly expanding EV business.
Source: Campaign Asia-Pacific
