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Tom, Dick & Harry to handle Selective Search ad campaign

By: Lewis Lazare, Chicago Business Journal

Tom, Dick & Harry Creative Co. is getting into the matchmaking business. Well, sort of.

The Chicago-based ad agency has been tapped to create a new brand and marketing campaign for Selective Search, a boutique personal matchmaking firm headquartered in Chicago. Selective Search is known for its executive recruitment-type model and claims to have the highest success rate in the matchmaking industry (87 percent). The service is aimed specifically at commitment-minded singles and uses a proprietary process known as "Meet Your Future."

Selective Search, which has offices throughout North America and in London, was founded in 2000 by Barbie Adler, who has positioned herself as an expert on the topics of love, relationships and marriage. She has worked with the NBC and ABC networks on content development and authored several relationship-related columns and blogs and is a speaker at numerous events nationwide.

TD&H will work directly with Selective Search's Mitch Berk on developing the new ad campaign. Adler brought Berk on board as CEO and partner in the company. Previously, Berk was CEO of Hilco Consumer Capital and a founder and CEO of Entertainment Marketing Inc., a firm that specializes in brand-sponsored entertainment events.

Noted Berk: "We are pleased to collaborate with Tom, Dick & Harry who combine strong strategic thinking with brilliant creative execution, particularly in the luxury brand space."

TD&H's first campaign for Selective Search is expected to launch in the first quarter of 2014.

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