Ancestry.com Enlists Mullen

BOSTON Mullen said it has been named lead agency by Ancestry.com, an online family history resource, following a review.

The Interpublic Group shop in Wenham, Mass., will provide creative development, while its MediaHub unit handles planning and buying.

Billings were not disclosed, but sources said the client in Provo, Utah, is planning a $10 million mainstream broadcast and outdoor initiative.

“Our goal is to tap into consumer desires for social networking by transforming Ancestry.com into a community that enables wonderfully rich and interactive family connections,” said Tom Jump, Mullen evp, managing partner.

Other review contenders were not disclosed. IPG’s Deutsch/LA in Marina del Rey, Calif., had worked for the client, but the relationship ended several years ago.

The company continues to use aQuantive’s Avenue A/Razorfish office in San Francisco for interactive advertising. Those chores were not part of the review won by Mullen.

Mullen last week broke its first work for another recent addition in the dot-com space, Gifts.com, a unit of IAC [Adweek Online, Nov. 7]. Spots voiced by Jenna Elfman, who co-starred in Dharma & Greg, use the tagline, “The easy way to find great gifts.”

With more than 5 billion names and 23,000 searchable databases, Ancestry.com ranks among the leading online sources for family history information. The site receives more than 300 million page views and 7 million unique site visitors each month, per ComScore Networks.

Mullen also works for Ask.com, General Motors, Lendingtree, MassMutual, T.J. Maxx and Wachovia, among others.