Eharmony holds agency talks over £8m ad business

EHarmony, the online dating site, has called a review of its £8 million UK advertising business.

eHarmony used DonatWald+Haque for latest campaign
eHarmony used DonatWald+Haque for latest campaign

Agencies have been approached regarding the business, and pitches are expected to take place over the next few weeks.

In recent years, St Luke’s has created some UK advertising campaigns for eHarmony, including overseeing the brand’s launch into the UK market in 2009.

However, eHarmony’s most recent work, which rolled-out last month, was handled by the brand’s incumbent US ad agency DonatWald+Haque.

The campaign featured a selection of eHarmony members talking directly to camera about their motivations for using the service. The activity marked a change of direction in eHarmony’s marketing activity, with previous work focusing more on the couples who have started relationships thanks to the site.

eHarmony officially launched in the UK in 2009, and has built up a database of around 1.5 million members.

In January the website appointed Ottokar Rosenberger as its new UK country manager. Rosenberger joined eHarmony from Rated People, and has already made his presence felt by shifting the company’s UK offline media planning and buying account into PHD.

PHD picked up the business in March, following a pitch against OMD, MEC and Starcom MediaVest Group. Total Media, the former incumbent on the account, declined to repitch.  

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