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Incumbent Launch Partnership Cut From $25 Million Review

By Published on .

BOSTON (AdAge.com) -- Ticketmaster's online dating service Match.com has narrowed its search for an agency to handle its estimated $25 million advertising account to four shops.

In the running are Omnicom Group shops DDB Worldwide, Dallas and Chicago, and Goodby, Silverstein & Partners, San Francisco; Interpublic Group of Cos.' Mullen, Boston; and Publicis Groupe's Publicis in the West, Seattle.

Winner to be decided next month
Consultant Select

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Nine Agencies Pitch for $25 Million Ad Account
Resources International, West Hollywood, Calif., indicated the review would be complete by next month.

Eliminated from the review were Omnicom's GSD&M, Austin, Texas; Havas' Arnold Worldwide, Boston; WPP Group's Berlin Cameron/Red Cell, New York, and independent Ground Zero, Los Angeles.

The incumbent was Launch Partnership, Dallas, owned by Temerlin McClain.

Fee-based service
Match.com, one of the leading paid online personals sites, competes in the hot Web category with Yahoo! Personals, Kiss.com, Date.com and Lavalife.com. Match allows visitors to its site a sneak-peek at personals, but then requires subscription fees to gain more information.

In July, the service launched a $6.5 million, six-month-long TV campaign featuring individuals who met their mates on the site.

"It's a great time to put the pedal to the metal," said Tim Sullivan, president of Match.com. "There are a number of healthy, growing, profitable dot-com models."

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