Global dating app Tinder has appointed OMD as its lead EMEA media planning and buying agency. The brand has not disclosed whether this was the outcome of a competitive pitch process.
As part of its new remit, the media agency will now support the firm with its UK media planning, strategy and partnerships. Although, this will not impinge on Cream‘s existing UK media buying duties for the app.
Across the EMEA region, Omnicom-owned OMD will oversee integrated media strategy and execution, partnering with Tinder’s marketing team to develop “brand partnership opportunities”.
Subscribe to Marketing Beat for free
Sign up here to get the latest agency-related news sent straight to your inbox each morning
“As Tinder’s media partner OMD will blend data-driven rigour with culturally relevant storytelling to build authentic connections with audiences and brand partners, connections that will reinforce and expand Tinder’s unique role as the app that is creating what’s next in modern dating culture,” said OMD’s EMEA CEO Blake Cuthbert.
Publicis’ Le Pub devised the app’s most recent creative campaign, which featured dance duo Brutalismus 3000 (Victoria Vassiliki Daldas and Theo Zeitner), who met on the app.
According to Campaign, Tinder VP of EMEA marketing Paolo Lorenzoni added that OMD’s understanding of Gen Z made it the “ideal partner”, and the agency would “redefine how [Tinder] connects with [its] audience and brand collaborators”.
