Hearts and Science appoints chief strategy officer

BY Matthew Leong

May 7, 2025 9:45

Hearts and Science appoints chief strategy officer

Peita Pacey

Omnicom Media Group’s (OMG) Hearts and Science Australia has announced that Peita Pacey has been appointed chief strategy and behaviour change officer at the agency.

The appointment — which begins immediately — marks the latest chapter in Pacey’s career within OMG’s ecosystem, having spent more than five years at OMG-owned media agency, OMD Australia. She joined the company in June 2017 as head of strategy before becoming head of behaviour change in September 2022.

Prior to becoming head of strategy at OMD, Pacey worked as head of strategy for Sydney at Dentsu’s Carat — a tenure that lasted from February 2015 to June 2017.

In her new role at Hearts and Science, Pacey, in collaboration with cultural insights company The Lab, is expected to facilitate research that aims to unpack Australia’s cultural throughlines.

She will report to the agency’s national managing director, Liz Wigmore.

Peita Pacey

“Hearts & Science works with so many amazing brands and I am excited about getting under the skin of their strategies and customer behaviour,” Pacey said in a media release.

Hearts and Science’s ANZ CEO, Jane Stanley, said Pacey’s appointment will enhance the agency’s ability to foster brand growth for its clients.

“Peita’s considerable experience in behavioural science means she has a passion for understanding consumers as people and a skill in mining data to unlock and accelerate brand growth,” Stanley said in the release.

Pacey’s appointment comes in the same year that OMG unveiled Rochelle Chhaya as Hearts and Science’s first CEO for the Asia Pacific region.

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