Matchmaking site eHarmony has selected Omnicom’s OMD to handle its media chores after a review that began last August. The company spends approximately $90 million annually on ads, per ad tracker Kantar Media.
The incumbent is Ocean Media, the Huntington Beach, Calif.–based independent shop, which opted not to defend.
Contenders included Interpublic Group’s Initiative, Publicis Groupe’s MediaVest and WPP Group’s MEC.
eHarmony informed contenders of its decision late last week, per sources.
The agencies declined comment or referred calls to eHarmony. Mark Zamuner, vp, acquisition marketing at eHarmony, oversaw the review. He didn’t respond to a query about the decision. Earlier in the process, a representative said eHarmony would not discuss agency relationships.
The 10-year-old matchmaking firm claims that more than 500 people marry every day as a result of meeting someone through its site. The private company doesn’t disclose financials, but is estimated to have generated $250 million in revenue as recently as 2009.
Ocean Media, which handles BMW’s Mini Cooper and Priceline.com, among other clients, has handled eHarmony since 2002, when its ad budget totaled just $150,000, according to a case study on the shop’s Web site. The transition to OMD will take place over the next 90 days.