The site has previously focused on promoting itself online, but Creature will now develop a TV campaign as part of an integrated drive to attract more members.
MNC will handle the media planning and buying for the TV campaign.
Mysinglefriend.com has previously used the strapline "Matchmaking our fabulous friends" and its marketing has involved banner advertising, social media and a blog hosted on the site.
Dan Shute, the managing partner at Creature, said: "Mysinglefriend is one of the best-known brands in the UK dating market, and one of the few that appreciate that dating, online or offline, is ultimately about people."
Beeny, the presenter of Channel 4's Property Ladder, launched the site in 2004.
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