ADAGE - July 17 - The TV ads are directed by Limp Bizkit frontman Fred Durst. The national push is set to break in August. eHarmony has a strong base with 25-40 year-olds, but it hasn't been as popular with people outside of that age range. eHarmony hopes the funny ads will resonate with its existing audience and appeal to singles of all ages. TV comprises ~80% of eHarmony's $90M annual marketing budget. The commercials are part of a shift in marketing strategy that began in 2012 when Mr. Warren resumed his role as CEO. In 2013, Mr. Warren said its subscriber base grew by 55%, which he attributed in part to his return and improved online marketing efforts.
by Ashley Rodriguez
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