eHarmony Changes Media, Creative Agencies

Matchmaking website eHarmony.com has rekindled its relationship with Ocean Media. After nearly two years of working with Omnicom’s OMD, the online dating site has gone back to its previous media agency partner of nine years.  The company has also parted ways with its creative agency, Omnicom’s GSD&M in Austin, Texas—which was hired in March—in favor of Handmade Productions, L.A.

eHarmony’s media business moved to OMD in January 2011 after a review that included Interpublic Group’s Initiative, Publicis Groupe’s MediaVest and WPP Group’s MEC. The Huntington Beach, Calif.-based incumbent chose not to defend at that time. The independent media company had handled eHarmony since its beginning when the site spent just $150,000 on advertising. Last year, eHarmony spent $66.5 million in measured media, according to Nielsen and the company has said it has invested $600-$700 million on advertising since it was founded in 2000.

The shift back to Ocean Media comes after eHarmony’s founder Neil Clark Warren took back control of the company last July and became chief executive. eHarmony’s marketing management was changed and Warren now oversees creative strategy while Armen Avedissian, who rejoined the company as chief operating officer three months ago, oversees media planning and buying.