Tinder has appointed OMD as its EMEA media planning and buying agency.
OMD will support Tinder in the UK with its media planning, strategy and partnerships. Its appointment does not affect Cream’s relationship with the brand, who will continue to buy media for the dating app in the UK.
Across EMEA, OMD will support Tinder in its media strategy and execution and work alongside its marketing team to develop brand partnership opportunities.
Paolo Lorenzoni, vice-president of EMEA marketing at Tinder, said that OMD’s understanding of Gen Z makes it the “ideal partner”, and the agency will “redefine how we connect with our audience and brand collaborators”.
Blake Cuthbert, chief executive of OMD EMEA, said: “As Tinder’s media partner OMD will blend data-driven rigour with culturally relevant storytelling to build authentic connections with Tinder’s 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.”
