Ancestry.com’s $100 Million Agency Search Leads to Droga5

Shop will lead an integrated summer campaign

Ancestry.com is getting a new agency.
Sources: Getty Images

Popular family history and consumer genomics tool Ancestry.com has selected Droga5 New York as its lead creative agency after a review, as the brand seeks to stay ahead of competitors such as 23andMe, whose advertising is handled by Arnold New York.

Droga5 will also be tasked with leading an integrated agency team on an integrated campaign, which the brand plans to launch later this year. Ancestry.com had not previously named a lead agency. But according to Kantar Media, the company spent approximately $109 million on measured media in the U.S. last year, up from around $85.5 million in 2015, and a little over $32 million in the first quarter of 2017.

The appointment follows the arrival of Vineet Mehra as Ancestry.com’s new CMO earlier this year and comes on the heels of Omnicom’s OMD being selected as Ancestry’s media agency in April. The company has also attracted some unwanted headlines as of late, specifically regarding allegations that it misused or exploited users’ DNA info.

“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,” Mehra said in a statement.

“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,” he continued. “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.”

“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 its position as category leader in its family-heritage business while growing the DNA business,” added Droga5 global CEO Sarah Thompson. “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.”