Places Media With Mullen

NEW YORK has selected Mullen to handle its media account after considering a handful of shops, the agency said.

The Interpublic Group shop picked up the online dating service’s public relations duties last month. The Wenham, Mass.-based agency also works on other brands owned by the client’s parent company, IAC/InterActiveCorp, including Entertainment Publications and LendingTree.

Launch Agency in Dallas, which holds’s creative responsibilities, last month broke a national campaign touting Total Attraction Matching, a new system that uses personality profiling and other tools to determine compatibility [IQ Daily Briefing, June 17]. Two radio ads join a pair of TV spots, set to the Real McCoy’s “Come and Get Your Love.” Print ads will follow later this year.

The Dallas-based client spent more than $10 million on measured media last year, according to TNS Media Intelligence/CMR.