The dating app that once encouraged women to make the first move is now making one of its own—Bumble has kicked off a high-profile agency review in search of a new creative partner to help redefine its global brand identity.
Sources close to the pitch say the app is flirting with some of the industry’s top talent, including Mother, Wieden+Kennedy, Special Group, and WPP’s AKQA. The goal? To develop a fresh brand platform that reignites Bumble’s connection with users—and maybe even changes the conversation around dating in 2025.
Bumble has historically relied on its in-house team for creative campaigns. Its last big agency collaboration was back in 2019, when WPP’s VML and FlyteVu teamed up for the company’s Super Bowl debut. Since then, Bumble has mostly gone solo—until now.
The search for a new agency comes at a critical time. Earlier this year, CMO Selby Drummond exited the company, and last spring, Bumble’s in-house campaign caused a stir with billboards reading, “A vow of celibacy is not the answer.” Critics called the ads tone-deaf; Bumble eventually issued an apology. Brand perception took a hit, with YouGov reporting a 4.8-point drop in its impression score between May and July. While reputation and satisfaction numbers dipped, user consideration—especially among women—remained fairly steady.
Now, Bumble is swiping right on a new strategy. According to AdAge, Bumble’s ad spend climbed to $43 million in 2024, according to MediaRadar, overtaking competitors like Tinder and Hinge. The brand is also launching a turnaround push focused on ecosystem strength, user experience, and a sharper revenue strategy. But what it really needs is a new story—and a bold creative partner to tell it.
That’s where this pitch comes in. The winning agency will help Bumble redefine what it means to date—and market—in a post-pandemic, post-celibacy-billboard world.
The company has already begun warming up audiences with a new content series starring comedian Amelia Dimoldenberg, sharing her “Flirty Firsts” and dating dos and don’ts for 2025. The series lives across both her and Bumble’s social channels.
For now, Bumble is keeping its cards close to the chest, but one thing’s clear: the brand is ready to fall in love with big ideas again. Let the courting begin.
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