SocialNet.com Taps Blazing Paradigm | Adweek
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SocialNet.com Taps Blazing Paradigm

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Blazing Paradigm has landed its third Internet client in six months with last week's win of matchmaking service SocialNet.com's $6 million national advertising account. The client was formerly named Relationships.com.
SocialNet.com, Mountain View, Calif., joins the shop's growing roster of dot-com clients, which include the estimated $3-5 million Food.com account and Snap Technologies' College Edge service, worth $6 million.
The San Francisco agency has won all of those Internet clients without formal reviews. SocialNet.com was referred to the shop by executives with venture capital firm Accel Partners, Palo Alto, Calif. Accel is an investor for both SocialNet.com and Food.com, said agency principal and co-creative director Sam Pond.
"They liked our work for Food.com and suggested we work with SocialNet.com," said Pond.
"We felt Blazing Paradigm really understood where we are taking our business," said Niquette Hunt, vice president of marketing and membership at the client. "They are an agency with an eye for the new direction of communications."
SocialNet.com, which claims to be the Internet's first "social portal," helps connect people who have similar interests. The free Web site service includes a roommate finder, as well as sites for locating romantic prospects and friends, and for professionals looking to network with others in their field. Visitors to the site complete and submit a profile about themselves in order to receive a list of matches.
Blazing Paradigm will roll out a branding effort for SocialNet.com in select markets nationwide later this year. The work will primarily target recent college graduates and other single working professionals. The effort will include TV, print, radio and online executions. The agency is also working with the client to make improvements to its Web site.
The agency's first work for Food.com will break soon, Pond added.