Ancestry Hires Droga5 as Lead Agency

Ancestry and Droga5 New York announced today that the advertising agency has been appointed by the global leader in family history and consumer genomics as both its lead creative agency and as the lead of an integrated agency team focused on creating and executing a new integrated consumer campaign set to launch later this year. The appointment is a major milestone in the efforts of Ancestry’s marketing team, led by new Chief Marketing Officer, Vineet Mehra, to build a team of agency partners that work together as a single cross-platform machine, developing beautiful and emotionally engaging experiences for consumers regardless of where and how they interact with the Ancestry brand. 

“I’ve never in my life encountered a brand that more consistently touches consumers at an emotional level. Everyone who uses our products has their lives impacted in a way that changes how they view the world and their place in it,” said Mehra. “Now we need to build a modern marketing machine that can live up to that opportunity and help us execute across every platform in an authentic and honest way. Within a few minutes of meeting the Droga5 team, it was clear they understood the purpose that drives our marketing and got the urgency and power of what we deliver for consumers.”

Founded in 1983, Ancestry is the longtime category leader in family history and has become the leader in consumer genomics, with more than four million people in its AncestryDNA network. The new integrated campaign will reaffirm the emotional power of the revelations delivered by the company’s products and highlight the ways in which a better understanding of our families’ journeys through history can change how we approach our future. The creation of the integrated agency team mirrors initiatives inside the company to build a fully integrated, cross-platform marketing team with a singular focus on creating relevant, emotional experiences for Ancestry’s growing consumer base. 

“This is an important moment in the development of Ancestry’s marketing capabilities. With new entrants to the category over the years, it is important Ancestry retains their its position as category leader in its family-heritage business while growing the DNA business. We are looking forward to working with an ambitious and forward-thinking client partner to further establish the brand and drive relevancy among their target audience,” said Sarah Thompson, Global CEO of Droga5.

Droga5 will drive overall brand direction as part of Ancestry’s integrated agency team. They will lead a team of best-in-class marketers within Ancestry, as well as from external agencies, to create content that will propel Ancestry forward by building the brand and delivering the bottom-line results. Droga5’s first work for Ancestry is expected in Summer 2017 and may include film, digital, public relations and social campaign elements.