Match.com finds chemistry with new AOR

DALLAS: Match.com, including its Chemistry.com brand, hired DKC as its AOR, following an informal review that began in late September.

DALLAS: Match.com, including its Chemistry.com brand, hired DKC as its AOR, following an informal review that began in late September. Sources close to the story told PRWeek that the budget for the IAC-owned brand is in the upper-six-figure range.

The brand reviewed four agencies, not including incumbent Fleishman-Hillard, which won the business less than a year ago from MSLGroup. Participants included a mix of small- and mid-sized, New York-based agencies, confirmed Carrie Davis, VP of communications for Match.com and Chemistry.com.

“Match.com has tremendous consumer PR potential, and we really needed a firm that could handle both the big strategy and the results equally well and be nimble and aggressive and tenacious,” she said. “I had previously worked with DKC, and I knew they were that rare agency that…would help us reinvigorate our consumer PR.”

Davis came on board in September from Yahoo, where she handled media relations for the b-to-b division. She got to know DKC at Yahoo, which, in January, selected DKC as its b-to-b AOR.

The agency will handle both consumer and corporate PR, working closely with in-house spokespeople and experts, particularly in broadcast and print. It will also promote the brand's couple success stories nationally and locally; leverage syndicate property data and insights; and help develop and drive major consumer campaigns for both site platforms, she said.

“They have an incredible story to tell,” said Matthew Traub, MD and chief of staff. “Our role is to tell that story both to give them the credit for everything they've accomplished but also to grow subscribers.”

Though Davis wouldn't disclose the terms of the contract, she said, “We partnered with them because we know it'll be a long-term relationship.”

Fleishman-Hillard did not immediately return a call to comment.

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