Select Resources International, West Hollywood, Calif., was the consultant. The incumbent ad agency was Interpublic's Launch Partnership, Dallas.
Match.com, which charges for different levels of access to its site, has emerged as a dot-com that has been able to make money. In addition to its Internet matchmaking, Match.com also has a number of other Internet products, such as a travel service.
Match.com's new marketing thrust aims to take away the stigma of online dating. The presentations made by the agencies were said to center around the gaining acceptance for online dating, trying to convey to lonely hearts that they no longer have to
Match.com is a subsidiary of Ticketmaster and part of USA Interactive. Match.com said it had 653,000 paid subscribers at the end of the third quarter, up 158% from the same quarter a year ago.
At the launch of its last campaign in July, a $6.5 million six-month effort, Match.com President Tim Sullivan said there are a "number of healthy, growing, profitable dot-com models," adding that "it's a great time to put the pedal to the metal."