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Social media consultancy Nixon Mc Innes’ managing director Will Mc Innes says online dating services need to move into social networking if they are to survive.

He says/ “They should be striving for a more seamless flow.

Online dating site has appointed Initiative to handle its 10m media planning and buying account as the dating brand repositions its strategy and increasingly moves its budget above-the-line (MW last week).

Online dating site has appointed Initiative to handle its £10m media planning and buying account as the dating brand repositions its strategy and increasingly moves its budget above-the-line (MW last week).

Observers say the move is indicative of an industry aiming for the mainstream and expects rivals to follow suit.

Initiative was appointed to the brief, replacing M2M, following a four-way pitch and follows the promotion of marketing director Jason Stockwood to managing director in January this year.

Stockwood was also appointed as marketing director last year to oversee a shift in strategy, including an increased advertising budget and a greater focus on above-the-line advertising.

says it is the biggest online dating site in the world with 20 million members, with 1.3 million paid subscribers.

We believe that real happiness starts with a truly like-minded match, which is why our passion is helping compatible singles connect.

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