Matchmaker seeking AOR

PASADENA, CA: Online matchmaking service eHarmony is in search of an AOR, according to multiple sources close to the search.

PASADENA, CA: Online matchmaking service eHarmony is in search of an AOR, according to multiple sources close to the search.

The company parted ways with its former AOR, Burlington, MA-based Davies Murphy Group, in May. According to sources, Pasadena, CA-based eHarmony met with at least three firms after issuing an RFP earlier this summer.

While Lou Casale, eHarmony VP of corporate communications, neither confirmed nor denied news of an agency review, sources said potential AOR candidates include major multinational agencies based in Los Angeles. The client-to-be has also reportedly met with firms outside of the formal pitch, sources said.

Founded in 2000 by evangelical psychologist Dr. Neil Clark Warren, eHarmony has - both management- and marketing-wise - evolved from a mom-and-pop dating service to a substantial player in the Internet-coupling arena. The Web site requires users fill out a "compatibility profile" that purports to match up singles with their ideal mates.

Last spring, the company embarked on its first significant co-branding effort when it partnered with Princess Cruises for a five-year anniversary promotion. The company has also pursued an aggressive broadcast advertising campaign.

The PR firm search coincides with eHarmony's hiring of its first CMO, Philip Armstrong, former VP of marketing at Ditech.com Home Loans, in May. Armstrong, now directly responsible for all eHarmony branding initiatives, has also held senior-level marketing roles at companies that include Disney Interactive and Ford.

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