Ward joined from the Financial Times and is looking to increase revenues through brand extensions such as its genealogy service and its dating offering. Ward is also looking to increase marketing opportunities to its database of 8.5m users.
Earlier this week, it was revealed that had taken the top spot in Revolution's first digital top 40 of new-media brands, produced in association with NOP World.
Ward said: "Kitcatt Nohr has been brought in because of its experience and sophistication to leverage the database, which now numbers 8.5m. and to help develop big creative ideas, which can be applied across all our marketing."
Ward said he had as many as 100 approaches in his first two weeks at the company, but chose Kitcatt Nohr because it understood what the brand is trying to achieve.
"We wanted big agency thinking in a smaller agency -- sharp minds, even sharper creative, no nonsense -- and an agency that was at home working in any media, but most importantly an agency that really understood the spirit in which FriendsReunited was founded and has been built to date," Ward said.
Friends Reunited was launched in October 2000 by Steve and Julie Pankhurst to help old schoolfriends to get back in touch with each other.
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