Tinder hires VaynerMedia as global media AOR

VaynerMedia has won global media duties for Tinder following a competitive pitch that lasted a few months and ended in December, a spokeswoman for the dating app confirmed. This moves part of the account from Crossmedia, which defended the business and previously handled the brand’s U.S. media. Subscribe to Ad Age for the latest in advertising and marketing news. Beyond an Instagram post announcing the relationship, VaynerMedia referred comments to the client. It’s unclear whether this is the brand’s first global agency of record relationship. A post shared by VaynerMedia (@vaynermedia) “We selected Vayner for their audience and data-first approach to reaching the Gen Z audience,” a spokeswoman for Tinder said. This is the latest agency hire for the dating app, which debuted its first work from its creative agency of record, Mischief @ No Fixed Address, last month. The brand also brought on George Felix, who helped kick-start Pizza Hut’s recovery after working on hit campaigns for KFC and Old Spice, as its new chief marketing officer in April of last year. Tinder’s parent company Match Group, which also owns dating brands like Match, PlentyofFish, OkCupid, and Hinge, doesn’t disclose ad spending by brand. Financial filings by Match Group show that in 2020 Tinder accounted for 58% of the company’s $2.3 billion worldwide revenue. Match Group's worldwide selling and marketing expenses jumped 24% in the first nine months of 2021, with the increase in marketing spending driven primarily by Tinder, the filings show. In 2020, Match Group’s global advertising expense was $438.7 million, which was an increase from $388.6 million in 2019, according to an SEC filing. Tinder’s hiring of Vayner follows another parent company brand, Match, bringing on Mojo Supermarket as its creative agency last April. See the latest news from CES here. Subscribe to Ad Age for the latest in advertising and marketing news. This is the latest significant media account win for Vayner, which won creative and media duties for all of Scotts Miracle-Gro’s brand last January. In February, Vayner was brought on as U.S. media AOR for American Eagle.

Tinder hires VaynerMedia as global media AOR

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