DDB London lands DatingDirect.com ad account

LONDON - DDB UK has been appointed to the UK DatingDirect.com account without a pitch.

DatingDirect.com...has appointed DDB
DatingDirect.com...has appointed DDB

Agence V, the DDB-owned incumbent, has until now produced global work from its Paris office.

The new arrangement will see DDB produce a series of campaigns in the UK market this year. The first campaign, which runs across national TV from this month, explains how customers who fail to find love in the first 12 months with the service will get a full refund.

DatingDirect, which was established in 1997, is now the biggest online dating service in the UK. Last year it was acquired for £27.3 million by Meetic, the French-based dating company.

In March the company sponsored the third series of Grey's Anatomy on Channel Five.

The idents, created by Fin London, featured the line "Same Game, New Rules" and showed conventional dating stereotypes between men and women being challenged.

Stephen Woodford, the chief executive of DDB UK, said: "We are thrilled to be involved with a brand as innovative and ambitious as DatingDirect. It is a terrific creative opportunity."