Bumble seeks creative agency in hotly contested pitch

Bumble has launched an agency review for a global creative campaign, Ad Age has learned. Agencies in the pitch include independents Mother, Wieden+Kennedy and Special Group and WPP’s AKQA, according to multiple people familiar with the matter. The winning agency will be responsible for building a new brand platform for the women-first online dating company, according to one person, who spoke on the condition of anonymity. Bumble did not provide comment and the aforementioned agencies declined to comment on the review. Bumble hasn’t recently worked with many creative agencies, largely opting to use its in-house studio. WPP’s VML and entertainment marketing shop FlyteVu worked on its 2019 Super Bowl spot. Agency Review Tracker Stay up to date with the latest account reviews Click here Bumble has been without a chief marketing officer since January, when Selby Drummond left to pursue an undisclosed opportunity. The agency review comes after the dating app sparked controversy in May with a series of outdoor ads that declared “a vow of celibacy is not the answer,” for which it apologized. The message was part of a broader rebranding campaign that debuted last April, designed to appeal to women who are tired of the dating game. The rebrand and ad campaign damaged Bumble’s public perception, according to YouGov, which reported that the brand’s impression score dropped 4.8 points, from 1.2 in May to -3.6 in late July. Other brand health metrics, including reputation and satisfaction, also dropped sharply, but user consideration has remained relatively stable, particularly among women, YouGov shared with Ad Age in an email. Bumble recently increased its ad spend, with measured U.S. media of $43 million in 2024, up from $26 million in 2023, per MediaRadar. The dating app outpaced Match Group-owned competitors Tinder and Hinge, which spent $40 million and $19 million last year, respectively. Bumble is also in the middle of a turnaround push, focusing on three strategic areas: strengthening its ecosystem, improving customer experiences and enhancing its revenue strategy. In February, Bumble predicted first-quarter revenue of $242 million to $248 million, which would be a year-over-year decline of roughly 7% to 10%. The company recently announced a year-long content series with Amelia Dimoldenberg, in which the comedian and celebrity interviewer will share her “ins and outs” for dating in 2025 and reveal her own “Flirty Firsts,” such as her favorite first move. The content will live on Bumble and Dimoldenberg’s social channels.

Bumble seeks creative agency in hotly contested pitch

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