OgilvyOne has won the direct marketing account for eHarmony, the US-based online dating site, ahead of its launch in the UK later this year. The agency is understood to have won the business without the pitch and it is not yet clear what marketing activity it is planning.
Dr. Neil Clark Warren, an author and clinical psychologist, founded the site in 2000 and he says it is the first dating site that uses a scientific approach to match compatible singles. The service has already launched in Canada and Australia has more than 20 million registered users with up to 15,000 new users registering every day.
In 2006, the company also launched a new service eHarmony Marriage for married couples, aimed at helping people strengthen and maintain their relationships.
This latest win closely follows OgilvyOne’s appointment to British Airways European and African digital account. It is estimated to be worth more than £2m and it is the first time BA has appointed one agency to handle the two regions, previously working with agencies on a project-by-project basis.
It is the third piece of business that OgilvyOne has won from BA after it was awarded the global DM and loyalty communications business for the airline following a three-way pitch against Carlson Marketing and WAVV Rapp Collins last month. It began working with BA at the end of last year when it nabbed the digital Asia-Pacific component of the account.