Dating app Bumble has hired its first global creative director, Drew Jaz, who is tasked with growing the company’s internal creative team and turning it into a functioning in-house agency.
Bumble has 55 million users across its social and dating platform, and already has a staff of 12 writers, editors, designed, video producers and artists in its creative team.
As the brand’s first global CD, Jaz will work to grow Bumble into a fully operational in-house agency, allowing the company to execute campaigns and brand work autonomously.
Historically, Bumble worked with external agencies on a project basis. For example, it worked with Nashville’s FlyteVu and VMLY&R to create its Super Bowl spot starring Serena Williams.
Jaz told The Drum: “We will continue to lean on outside agencies that going forward where it makes most sense.
“My team is looking to really collaborate with a thought partner and break down the more traditional way an agency works with a brand. I see it as being a collaboration between my team and theirs.
“It’s my job now to help guide the team and carry that torch and make sure we’re staying true to our mission.”
Bumble recently committed to growing its commercial model globally with the hire of Grindr’s Michele Tobin as its first VP of partnerships.
