Melissa Hobley Discusses OkCupid’s Creative Advertising Partners

OkCupid’s Chief Marketing Officer Melissa Hobley explained how the dating brand chooses the creative agencies it works with, at an event in New York City last week.

Marketing and advertising magazine Campaign held ‘The Year Ahead: Change and Grow 2020’ session which looked forward to the next industry developments, as part of its global ‘Breakfast Briefing’ series.

Hobley appeared alongside representatives from Campaign US, PepsiCo and alcoholic beverage company Diageo, to discuss their respective 2020 strategies.

She revealed that all the creative agencies OkCupid works with must be committed to promoting diversity, inclusion and equality across their workforce, as well as being skilled content creators.

“For us at Match Group, the culture of our agency partners is very important,” Hobley told Campaign.

“We’re asking them all sorts of questions: What is your maternity policy? How do you support working families? It’s BS that more on the agency side aren’t doing a better job on this.”

In July, OkCupid entered a new partnership with San Francisco-based agency Mekanism to work on its coming promotions. It had previously worked with Wieden+Kennedy on its controversial DTF campaigns that face criticism for allegedly being too sexual and political.

‘Ask Yourself’ is the dating company’s first global activation that it launched at the beginning of the month. The materials were based on more than seven billion responses to the in-app questions and gave an indication as to what modern daters are looking for in a partner.

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