Everyone Wants to be Match.com

In the fall nutrition site eDiets.com hired Donat/Wald, Match.com’s ad agency of record, to create a new campaign that was not unlike the popular dating site. This week, executive recruiting firm TheLadders.com launched a redesign of its Web site. The pitch? It’s “very similar to Match.com.”

There’s nothing wrong with finding a model and emulating it, and it’s commendable that these firms are public about revealing where they got inspiration for their new creatives. The dating site clearly has done something enviably right.

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