Henry’s House to promote Badoo

Social network Badoo has signed Henry’s House to co-ordinate the company’s first PR campaign in the UK.

The six-figure account, which will cover consumer and corporate work, is expected to include some
celebrity endorsement.

Badoo, which has previously depended on word of mouth for marketing, is looking to hire agencies in 14 countries. It has retained Best Relations in Spain.

Launched in 2006, Badoo has around 100,000 users in the UK, but wants to expand that number to two million next year. The site generates revenue by charging users to promote their profile.

Henry’s House deputy MD Julian Payne is leading a team of six on the account, reporting to Badoo director of comms Lucy George. A competitive pitch was held last month.

George said: ‘We’re hoping Henry’s House will provide ideas that can be used across the world. We need all the countries [in which we operate] to work together.’

Badoo has more than 12 million users worldwide.

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