Match.com appoints Mother to ad account

Match.com, the dating website, has appointed Mother to spearhead a new marketing push in the New Year.

Match.com

The agency pitched against Bartle Bogle Hegarty, VCCP, DDB, Fallon and Adam & Eve.

As the new retained ad agency Mother will undertake a review of the brand and launch a new integrated campaign next year.

Last month, match.com announced that managing director Jason Stockwood would be leaving the dating site to concentrate on his non-executive board positions.

His duties have been taken up by marketing director Karl Gregory while the company reviews the current management structure.

Stockwood, who also oversaw match.com’s marketing before the appointment of Gregory at the start of the year, has been at the company since 2007. He was initially managing director for the global business.

Gregory says: “Rather than rest on our laurels as the market-leader, we are keen to establish our place as a culture brand in the UK and grow our existing brand equity.

“The new campaign will work hard to engage people with the category on an emotional level. Love is, after all, the essence of our brand.”

Match.com’s advertising was previously handled by Hanft Raboy & Partners. The company’s recent television ads featured the characters Cupid and Fate with the strapline “make love happen”.

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