‘Send them a bottle of champagne’: Secrets of comms success from Tinder

Tinder communications boss Kirsty Dunn has revealed the challenges facing the dating mega-brand in the Australian market, including the “tall poppy syndrome” and the fact that Gen Z daters are living at home with their parents.

Speaking in the opening session of the Mumbrella Commscon today, Dunn – whose remit extends from Australia and Thailand – emphasised the importance of personal passion in communications success, along with consistency over time and partnerships.

Mumbrella’s Tim Burrowes with Kirsty Dunn at CommsCon

“In particular in Australia, tall poppy syndrome is alive and well. And I’m sure for many of you who look after big brands, you also feel this as well. It certainly keeps us in check as the biggest dating brand in the world … but we also have other challenges that we face.”