Tinder Appoints OMD as Lead Media Agency for EMEA

Tinder has named OMD as its lead media planning and buying agency for the Europe, Middle East, and Africa (EMEA) region. Under the new partnership, OMD will take on media planning, strategy, and brand partnerships across EMEA. In the UK, the agency will oversee media strategy and planning, while Cream (its previous main ad agency) will continue handling media buying duties.

Blake Cuthbert, CEO of OMD EMEA, stated that “As Tinder’s media partner, OMD will blend data-driven rigour with culturally relevant storytelling to build authentic connections with audiences and brand partners, connections that will reinforce and expand Tinder’s unique role as the app that is creating what’s next in modern dating culture.”

Tinder has been actively evolving its marketing strategy to align with Gen Z audiences. This includes new campaign concepts like its Wherever it Takes You ad from the end of 2024, developed by Publicis’ Le Pub, which featured an electronic music duo named Brutalismus 3000 who met on the platform.

Paolo Lorenzoni, Tinder’s VP of EMEA marketing, highlighted OMD’s expertise in engaging younger demographics, describing the agency as the “ideal partner” to redefine how Tinder connects with both users and brand collaborators. The partnership marks a significant step for Tinder as it refines its media strategy to maintain relevance in an increasingly competitive dating app market – one that has already been forcing Tinder’s competitors to overhaul their entire marketing approach.