Will Tinder’s VaynerMedia match lead to a long-term relationship?

The leading dating app previously entrusted its media business to Crossmedia in the US, but their relationship ended after a competitive pitch. The brand has since handed its global brief to Vayner as agency-of-record in a new commitment.

A Tinder spokesperson told The Drum: ”We selected Vayner for their audience and data-first approach to reaching the Gen Z audience.”

The brand's fortunes have been wedded to the ebb and flow of the pandemic since early 2020. When restrictions in the UK and US eased in the summer of that year, its business boomed. But last year its share price was volatile, according to S&P Global Market Intelligence, as it missed investor expectations even while revenues grew.

Still, the holiday period will have been kind to the firm. Speaking recently to The New York Times, Match chief executive Shar Dubey revealed it was set to be its busiest period. “Some of our highest trafficked days are right around Christmas. Everybody goes home, gets nagged by their family about being single, and makes their New Year’s resolutions. Some of our peak activity is a result of that,” she said.

High on the priority list for VaynerMedia will be the need to help maintain the brand's dominance in the mobile dating scene, where it still leads the pack, despite competition from Bumble.

Moves you may have missed

• Crown Commercial Services, the UK government's public sector procurement agency, has added The7Stars to its roster for public sector media planning and buying. The deal will last four years.

• Streetwear brand Hera has apponted Climb Online, the London digital agency founded by a winner of TV's The Apprentice. The agency has been briefed to lead the brand's digital strategy.

• Scooter manufacturer Pure Electric has appointed Above+Beyond as its creative and strategic partner.

• Wells Enterprises, which operates the Halo Top ice cream company and frozen confectionary brand Bomb Pop, has appointed Gale as its lead agency for strategy, media and social.

• Indian agency alliance Yellophant Digital has been appointed by online organic food retailer Beleaf Organics.

• Visa Hong Kong and Macau has chosen the Hoffman Agency as PR agency-of-record.

• Online investment service Wealthify has appointed Who Wot Why after a three-way pitch which concluded just before Christmas.

• The Lucre Group has been appointed by vegan food firm Cauldron Foods.

Want to tell us about your new agency appointment? Email Sam at businessonthemove@thedrum.com.