Furniture retailer Lovesac has selected Omnicom Media Group’s Hearts & Science as its media agency of record after a competitive pitch involving multiple holding companies. The decision to choose Hearts & Science was based on the agency’s expertise in retail businesses and its access to the Omni data platform. Lovesac 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. Marketsmith previously managed Lovesac’s U.S media account but did not provide immediate comment on the change. Comvergence valued Lovesac’s U.S media account at $76 million in 2023. Hearts & Science will be responsible for integrated media strategy, planning, buying, and measurement in the U.S., taking over from Marketsmith who previously managed it
