LONDON — Milk & Honey PR has been appointed as the first global lead PR agency for dating app Inner Circle.

Since 2018, Milk & Honey has been one of Inner Circle’s regional agencies, representing the UK market, but will now also cover its global remit. The agency team will lead global creative campaign development across the dating app’s four target markets – Brazil, Argentina, Italy and the UK.

Milk & Honey team will act as the global agency, with existing agencies Cris Moraes in Brazil, Grupo Mass in Argentina, and Barabino & Partners in Italy retaining their regional roles. 

Charged with delivering quarterly creative campaigns to promote Inner Circle’s new brand manifesto, ‘Dare to Date Better,’ Milk & Honey’s role is to position the firm as the dating app bringing together career-driven singles for better dates. It currently has more than four million registered users worldwide.

Inner Circle recently launched the ‘Modern Attitudes Towards Sex and Dating’ report, a study into post-pandemic dating, encouraging daters to be open about intentions, contraception and sexual health. This followed its ‘Mixed up in Love’ report, a snapshot of UK views on dating, relationships and race.

Crystal Cansdale, head of communications at Inner Circle, said: “We love working with Milk & Honey, and we’re incredibly happy to appoint them as our global agency. For years now, Milk & Honey have acted as trusted partners to all our work in the UK, so we know they’re perfectly placed to be the partner we need on a global scale. The team always brings a load of creative ideas to push forward to every meeting we have, and they have a deep understanding of how to deliver a global creative campaign.”

At Milk & Honey, global head of brand, Francesca O’Connor – who was promoted from head of consumer at the end of last year – said: “Inner Circle is one of our longest standing clients, and we absolutely love working with the team. Their offer is so unique in the dating world where everyone is focused on either relationships, relationships, relationships, or easy, cheap flings.

“Our work with Inner Circle combines bold creative with inspiring storytelling to help singles get the best out of their dating life. It’s something we all do, or we’ve all done, so getting it right is such an important story to tell.”

The global win follows Milk & Honey opening its US office last May and hiring its first partner in New York in November, hiring Ottilie Ratcliffe as global creative director in October last year.