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The predecessor to online dating was newspaper classified ads, the bastion of last resort.When your predecessor was the bastion of last resort you desperately need credibility.Interpersonal relationships are incredibly important, so you won't use a service unless you have faith in the brand. But we can provide a credible, confidential avenue for people who want to have an affair. If you want to be clandestine, we're an intelligent choice.Out of all the online dating services, the ones that have survived--like Match and e Harmony--built a brand. Think about it: The traditional ways people went about having affairs were definitely not effective. Or they were having affairs within their circle of friends. So our mission was to say that if you're thinking about having an affair you're not alone. I decided Ashley Madison needed to be a female-centered brand.If we were just a service we wouldn't have that credibility. I looked at a ton of research and frankly threw most of it out the window, but what I did find is that when women entered the workplace the dynamic started to change.
Keep in mind that even though online dating has gained broad acceptance, early on it wasn't exactly something people embraced.
Our acceptance has ebbed and flowed: In 2008, NBC let me run a Super Bowl ad and we were able to advertise in other, more "mainstream" outlets.