Maja Pawinska Sims 24 Apr 2020 // 2:34PM GMT
LONDON — Grayling has been appointed by dating app Badoo as its first strategic global communications agency, following a competitive pitch
The agency will be working closely with Badoo’s communications and marketing teams to deliver integrated consumer campaigns across Europe and South America.
Grayling will run a global hub from the UK, creating campaigns for local market execution. Badoo works with a number of retained agencies around the world, including The Romans in the UK.
In France, Grayling has also been appointed to deliver local market execution, and Grayling’s UK public affairs team will support the company with political and strategic counsel. Grayling’s creative services division, Ignite, will focus on developing integrated global brand campaigns.
Grayling’s UK, Ireland & Europe CEO Sarah Scholefield said: “We are thrilled to be working with Badoo as their first global agency partner. It’s rare that a brief comes in that everyone across the agency has real life experience of – whether on an app or in real life, everyone has a dating story; good, bad and everything in between. Online dating has never been as topical as it is today, so we are delighted to have the opportunity to work on such a culturally relevant client.”
Badoo head of communications Tristan Pineiro added: “Grayling stood out for us as the agency which truly understood where we want to be and what we want to stand for as a brand. Over the last few weeks, as online connections have replaced face to face interactions, our mission is to help daters embrace honest dating even when they can’t be together in person. We are looking forward to working together to create truly stand-out campaigns in the category and beyond.”