NEW YORK — OkCupid has hired Edelman affiliate Debby Group to handle PR in Israel as part of the brand’s push for global expansion.

Debby Group, whose clients include eBay, TikTok and Unilever, will support earned media and public relations efforts in Israel. The firm will also help the dating app develop new in-app questions specifically for the market. OkCupid has localized questions in more than 30 markets worldwide.

OkCupid previously worked with Donitza PR, Hotwire’s Israel affiliate, though global comms head Michael Kaye has been leading PR in the market since 2019. Over the years, OkCupid also worked with Hotwire in the US, UK, Australia, and Germany.

M&C Saatchi currently handles OkCupid’s PR in Germany. The company does not have PR agency support in the US.

“I was impressed with Debby Group’s expansive knowledge, deep understanding of the local market, and forward-thinking ideas from the very beginning,” said Kaye. “OkCupid has become one of the most popular dating apps in Israel, and it’s more important than ever that we have creative minds helping inform our communication activities in Israel. I very much look forward to collaborating with Moshe Debby, Marina Kaplon Digmi and the entire Debby Group team.”