HHCL & Partners has been appointed to launch woowho. co.uk, an
online dating service scheduled to begin trading later this year.
Motive will handle media for the company, which is withholding details
of its positioning and spend for fear of competition in the market.
Sue Belcher, the chief executive of woowho, said: ’When we looked at the
whole idea we recognised that there is a huge stigma to overcome.
Research shows one in two people would never use a dating agency so we
wanted an agency that could tackle that head on. It has to be
She added that she had heard of HHCL through contacts but did talk with
other agencies before the agency was appointed.
Robin Azis, the chief executive of HHCL, said: ’The dating market is
ripe for a shake up. Woowho is taking a radical approach to breaking the
stigma around dating which is in keeping with the philosophy of the
The campaign, which will focus on using outdoor advertising, will launch
by the end of the year.
Belcher believes there is a gap in the UK market because most dating
sites are simply online versions of an offline system. She refers to the
UK dating market at present as a ’cottage industry’.
However, it is much more developed in the US, where ’dating’ is
culturally more established. There sites such as Match.com have been
Woowho will launch in London and then roll-out nationally, but with an
urban bias. It will enable people to meet individuals who live in the
same part of town and a photograph is optional.
The company, which is funded by Netdecisions and various private
investors, has also appointed Branded to handle its initial marketing