News
Initiative wins Match.com media task
13.03.2008Initiative has won the £8m media planning and buying task for on-line dating business Match.com, following a four-way pitch.
Match.com is a dynamic and fast growing business that enables people to take a proactive approach to finding a partner. A new advertising campaign started at the beginning of the year starring the characters ‘cupid’ and ‘fate’; two men who, in contrast to Match.com users, are not proactive in seeking love. The Company is now looking to increase media investment in support of its ambitions growth targets. Initiative will handle all off-line media and on-line brand display work.
Commenting on the win, Danny Donovan – deputy MD of Initiative, who led the pitch said: “Match.com selected us on the basis of our strategic thinking, creative activation plans and value improvement programme; and of course the chemistry between us.
“The pitch brief was a great example of clarity and straightforward thinking and we are delighted to be working with a client that operates in this way.
“At a time when so many pitches become drawn-out international affairs, it was great to know that Match.com were looking for local talent with ‘fleetness of foot’. The whole pitch process took just five weeks.”
