A company is planning to offer dating through the internet and has
hired Starcom Motive to launch the service to the British public.
Sue Belcher, chief executive of Woowho, was reluctant to reveal details
of the dotcom for fear of generating competition in the market.
The ad push - through Starcom Motive and its creative sister agency HHCL
& Partners - will kick off later this year.
Motive and HHCL have been tasked to persuade single UK consumers who
would never use a traditional dating agency to sign up to Woowho.
Research by the dotcom revealed 50 per cent of respondents said they
would never use a dating agency.
The drive will aim to position the service as totally different from
other online dating sites.
Although the company is unwilling to discuss its media plan in detail,
it is understood that outdoor advertising has been identified as the
medium best suited to the company’s needs. It will feature heavily in
The team at Starcom Motive will be overseen by head of development Tracy
Darwen. The agency was appointed without a pitch and will work alongside
the marketing company Branded, which is handling initial marketing.
Woowho will launch in London before the end of the year and then roll