MediaCom poaches UK brief for dating brand Match

Online dating service Match.com has appointed MediaCom to its UK media account, ending its partnership with Vizieum.

MediaCom UK said it won the competitive pitch because of its data-led approach to the brief which focused on understanding Match.com’s audiences and how they respond to different media and content.

Vizieum had handled the planning and buying for Match.com since 2015, when the business went on a £10m marketing spree. The current deal with MediaCom is said to be worth several million pounds.

“Data is a hugely powerful tool for any brand – it should tell us everything we need to know about our customers and wider audiences, and it should help us reach them,” said Abbie Oguntade,vice-president for Match’s Northern European Hub. “But in reality, it’s incredibly difficult to actually do that.

“Accessing the right data and being able to analyse and draw insights from it is not an easy task – it was this ability that set MediaCom apart. We’re excited to work with the team and make sure we’re reaching the right people with brilliant, creative content.”

In the last 12 months WPP’s MediaCom has secured several new clients, including Vauxhall-Opel, Boots UK and Skoda UK – returning to form after unexpectedly losing the global business of Volkswagen in 2016.

“Brands like Match.com are household names and used by millions of people across the country,” said Josh Krichefski, CEO at MediaCom UK.

“The opportunity to work with them to really understand their audience, and help get fantastic content to them is one we’re going to relish.”