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Subscriber active since. Now rebranded as ruby Corp. It was the subject of a "highly critical" review by Australian government investigators in August. And it's still enduring multiple legal battles since the massive breach of its database in July exposed the identities of 32 million users. But its new leadership team — on the job for just four months — thinks it can turn all of that negativity around, regain the trust of old users while bringing more into the fold, and revamp the much-criticized brand.

The executive duo that specializes in brand turnarounds and marketing seems to be a big reason why. Around March , a corporate headhunter reached out to Rob Segal, a marketer by trade. Others from Avid's board approached him and asked him if he'd take over as CEO.

The same happened for Millership, an expert with turnaround experience in manufacturing, gaming, and technology. The key question, Segal said, was whether Ashley Madison could shed its persona as untrustworthy. We grew comfortable with the fact that there could be a resolution. Since July, Ashley Madison has undergone a of changes to win users back. One of the most notable is its pivot away from infidelity. Instead of the tagline "Life's short. Have an affair," it's website says simply: "Find your moment.

Segal added that singles might be looking for others who are into unconventional sex practices, or BDSM. The company also implemented something called Level 1 PCI Compliance for credit card processing, which means it has to undergo annual internal audits onsite and have its network scanned by an outside vendor.

It also did away with the fake female profiles that were revealed in use on the site — bots that were chatting up men and goading them into purchasing more credits for messages. Now, Millership says, there are only real women using the site, at a ratio of about about one woman to every five men. On average, 1. It's far too early to tell whether Ashley Madison's rebrand will be successful, but its top leaders are confident, especially after the launch of a major ad campaign in July.

The were not well-received by everyone. Its spot dubbed "Hotel," which showed a momentary glance between a man and an unfulfilled wife in a hotel lobby, seemed to reinforce the image of an adultery site that it had been trying to overcome.

Though another, featuring a single man on a subway , could have worked just as well for any other dating site. The company is due back in court next month for a status conference in a major class action lawsuit it's been embroiled in for more than a year. The FTC is still investigating its business practices, though the agency has declined further comment to journalists.

The FTC did not respond to our request. Its reputational damage is even apparent on the front of Google search, which doesn't even surface Ashley Madison's home on the first . The company purchases Google Adwords to get a sponsored link at the top of the first .

But perhaps, the leadership team of Segal and Millership — benefitting from not having been at the company during its rocky past — can pull it off, given what they've accomplished so far. They even hinted to Business Insider there were plans to rebrand ruby's other properties of Cougar Life and Established Men. Whether people will have an open mind about a company with such a troubled past? That's a moment that Ashley Madison still needs to find.

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Meet the guys trying to turn the infamous Ashley Madison site into more than a cheating hotspot