The buying account has been transferred from E-type, which has been working for Friends Reunited since 2001. E-type retains responsibility for Friends Reunited's media sales.
The company's well-established currently has a UK membership of 11m people, representing 42% of the online population. The site has also been launched in Australia, South Africa and New Zealand.
Friends Reunited has extended its UK online services with Genes Reunited and Friends Reunited Dating and is planning to test online campaigns for these and its main site in the next few weeks.
Its creative agency Kitcatt Nohr Alexander Shaw has been briefed to come up with creative for Genes Reunited, which has 2m members across the globe.
Tim Ward, marketing director of Friends Reunited, said: "Genes Reunited is proving very popular with people from the US and Canada and we may run a test campaign there next year.
"The appointment of MG OMD was an easy decision; the team displayed bags of specialist knowledge and this, coupled with its enormous buying power, great reputation and sense of humour, promises for a strong and fun working relationship."
Ward indicated that the account is currently worth £1m, but OMD could be given more to spend because advertising is proving to be very cost effective compared with the value of sales. There are no plans to extend advertising into other media than online.
Phil Nunn, MG OMD managing partner, said: "We are delighted to be working with one of the best online brands in the world. The ambitions of the business are phenomenal, but so is its success to date. The people, propositions and brands are all going to be fantastic to work with."
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