Findmypast Appoints CHI&Partners as Agency of Record

The Findmypast group has appointed CHI&Partners to handle the UK advertising for its family history brands, as it looks to grow its profile in 2015.

The digital brand, which enables users to trace their family history online, plans to embark on an expanded media and creative strategy in 2015 to raise awareness of the glimpses into the past it can offer users, following project-based work carried out by CHI&Partners in 2014.

Last year’s work, which included radio, TV, online and DM spots, brought family history to life, animating the past in a bid to engage and speak directly to consumers.

Findmypast, which has run its media planning and buying through m/SIX for the past year, has tasked CHI&Partners with developing a creative strategy to match m/SIX’s smart distribution strategy, developing content which will strike a chord with users who may be interested in exploring the lives of their ancestors.

CHI&Partners and m/SIX, both partners in The&Partnership, will work closely together to develop cleverly targeted campaigns with unique creative, educating audiences about the revelations Findmypast can offer – from life-changing encounters to history-rewriting moments in their family tree.

Matt Bushby, Marketing Director at Findmypast, said: “We’re delighted to formalise our ongoing relationship with CHI&Partners, who have already created some exceptional work for us. We look forward to building on that work in 2015, as we continue to grow our audience both in the UK and in our key international markets.”

Sarah Golding, CEO at CHI&Partners, said: “Findmypast is a unique brand with a fascinating story to tell. We’re excited to help them tell that story in a fittingly extraordinary way – creating an advertising strategy that will really stand out from the crowd.”

Findmypast, now an international brand, was the first company to make the complete birth, marriage and death indexes for England and Wales available online, and was granted the Queen’s Award for Innovation in 2007.