Furniture retailer Lovesac has announced that Omnicom Media Group’s Hearts & Science will be its new media agency of record in the United States. This was reported by Campaign US after a competitive pitch that involved multiple holding companies.
Hearts & Science will be responsible for developing an integrated media strategy, planning, buying, and measuring campaigns for Lovesac in the U.S., taking over from Marketsmith, who previously managed the account. Marketsmith did not provide immediate comment on the change.
According to Comvergence, Lovesac’s U.S. media account was valued at $76 million in 2023. The brand increased its advertising and marketing spending by 39% year over year in 2023, from $19.1 million to $26.5 million, with the opening of 50 showrooms to bring the total to over 200 in the U.S.
In February, Shawn Nelson, CEO of Lovesac, discussed the brand’s strategies for attracting Gen Z buyers through gaming, sports, and fashion, despite the premium pricing of its products.
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