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Grayling has been appointed to work with dating app Badoo as its first strategic global communications agency, following a competitive pitch. With a remit spanning Europe and South America, Grayling will be working closely with Badoo’s communications and marketing teams to deliver fully integrated creative consumer campaigns across the globe.
Supporting Badoo’s brand mission of Date Honestly, Grayling’s remit covers a broad range of services. The central function will be to run a global hub from the UK, focusing on creating best-in-class comms campaigns for local market execution. Grayling’s creative services division, Ignite, will also focus on a wider brief of developing integrated global brand campaigns, with Grayling France also appointed to deliver local market execution, and Grayling’s UK public affairs team delivering ongoing political and strategic counsel.
Grayling UK’s consumer practice has a wealth of global hub experience. Previous work includes leading British Airways’ strategic and creative hub for EMEA & APAC, delivering central strategy and on the ground agency support for PokerStars and deploying integrated campaigns across EMEA for one of the world’s largest hotel chains, Hilton.
Sarah Scholefield, CEO, Grayling UK & Ireland, Europe, said:
“We are thrilled to be working with Badoo as their first global agency partner. It’s rare that a brief comes in that everyone across the agency has real life experience of – whether on an app or in real life, everyone has a dating story; good, bad and everything in between. Online dating has never been as topical as it is today, so we are delighted to have the opportunity to work on such a culturally relevant client.”
Tristan Pineiro, Head of Communications, at Badoo said:
“Grayling stood out for us as the agency which truly understood where we want to be and what we want to stand for as a brand. Over the last few weeks, as online connections have replaced face to face interactions, our mission is to help daters embrace honest dating even when they can’t be together in person. Having the right agency partner in place to ensure we adapt our communication strategy quickly has been critical and Grayling has the local insights coupled with creative firepower to help us create banging cross-functional campaigns. People are looking for online connections now more than ever, so we are looking forward to working together to create truly stand-out campaigns in the category and beyond.”