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LOS ANGELES MyFamily is contacting media and creative shops as it reviews a new $10 million broadcast and outdoor initiative, confirmed Andrew Wait, senior vice president and general manager.

The Provo, Utah, company currently uses aQuantive's Avenue A/Razorfish office in San Francisco for interactive advertising, Wait said. That portion of the business, worth $20 million in estimated billings, is not in play.

"We believe it is time to make a significant investment in offline advertising and re-launch the brand. Our perspective is that the category is ready for that; it is extremely sensitive to awareness," Wait said.

The company operates several family history sites including Ancestry.com, Geneology.com and RootsWeb.com.

"We don't have particularly high awareness without our target demographic, despite interesting PR efforts," Wait said. "But we have found that a relative spike in offline impressions drives this business disproportionately."

Wait, who came to the company from Kodak Gallery seven months ago, said he is considering both media and creative shops and would consider unbundling the assignments. The review will proceed on an "aggressive timetable of 30 to 45 days," he said.

MyFamily is a 10-year-old company that started as a genealogy book publishing concern and transitioned to the web in the late 1990s. The company is privately held, financed principally through venture capital from the Silicon Valley, and grosses approximately $150 million annually. Last year, former Match.com CEO Tim Sullivan joined the company as president and CEO.

Interpublic Group's Deutsch/L.A. in Marina del Rey, Calif., represented the client once, but the relationship ended several years ago.