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Formula Wins JDate Account

BEVERLY HILLS, CA: Online personals company Spark Networks has selected Formula PR as AOR for Jewish dating website JDate, following a review.

The company chose Formula because the firm “has the experience and vision to reinforce the success of our community and grow membership through media relations, innovative promotions, and strategic partnerships,” said Greg Liberman, president and CEO of Spark Networks, via email.

He added that Spark Networks thinks Formula can support the website in its “mission is to strengthen the Jewish community and to ensure that Jewish traditions are sustained for generations to come.”

JDate has “a lot of exciting projects in the queue” for 2012 that Formula will work on, such as a “Proposal Program” for couples who met on the site that will allow them to create a “dream marriage proposal,” said Liberman.

Spark Networks and Formula will share online dating habits and news with the media, he said. The company will also plan a media tour, form partnerships, and launch events throughout the year. Liberman declined to identify the website's former AOR.

Formula president Michael Olguin said four staffers will work on the account, focusing on making the site “more relevant and creating some buzz factor” for it.

“Everybody knows JDate, particularly in the Jewish community, so this is not necessarily an awareness program, this is actually a reigniting and excitement-building campaign,” he explained.

Olguin added that the firm will leverage JDate success stories for mainstream print and broadcast media, as well as create surveys to help the site “take on a leadership role in the dating space.”

The agency will also work on JDate's social media channels and reach out to influential bloggers, Olguin said.

He added that Formula's first client 20 years ago was a video dating service called Great Expectations, which it worked with for 12 years. 

“Our heritage is in dating,” he said. “It's fun to be back in the dating space.”

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