DALLAS Match.com has hired Manning Selvage & Lee as its lead international public relations agency, the client confirmed.
The Richardson, Texas-based online dating service has charged MS&L with promoting its brand throughout Europe. Match.com entered European markets last November.
MS&L's London office will lead the effort that will initially involve public relations work in Germany, France, Sweden and Spain. The client also uses Big-mouths Public Relations in London. Match.com handles domestic PR in-house.
"We are a global company with aggressive plans for growth outside of the United States," said client spokesperson Trish McDermott. "Europe is the next, and certainly not the last, stop in terms of our efforts to lead the category and build our brand."
MS&L won the business of the online dating service in a review that included undisclosed contenders.
The shop will face a special challenge. Though online dating services already exist in Europe, "one key difference is that legitimization of the online dating category internationally tends to lag behind the United States," McDermott said.
Match.com awarded its estimated $20 million creative and media account to Omnicom Group's Goodby, Silverstein & Partners in San Francisco last November. Irving, Texas-based Launch Partnership had been handling the client's work on a project basis. Launch did not participate in the review.