Deutsch/LA has won ad duties for online genealogy Web site MyFamily.com.
The Marina del Rey, Calif., shop, which handles the $250 million Mitsubishi automotive account, won the business after an informal review of undisclosed shops nationwide.
"We provided an analysis of their business which included the competitive environment and consumer analysis," said Mike Sheldon, the agency's executive vice president and general manager. "We clearly see eye to eye on the future of their service and how to brand it."
MyFamily.com, a subsidiary of Orem, Utah-based Ancestry.com, offers members a chance to build their own web site for a family tree.
Deutsch will handle all offline marketing, including TV and print ads as well as promotions, sponsorships and guerrilla marketing.
The target audience includes both adults and children, but skews more toward women, Sheldon said. Users can log on to the service and set up their own family Web sites. Family members can post photos, stories and gift wish lists, send e-mail and list birthdays.
MyFamily.com has done online and limited print advertising since it launched last December. It boasts 1.4 million subscribers and competes against other services including Familypoint.com.
Deutsch's goal is to develop a campaign over the next 45 days that will brand MyFamily.com to potential users, drive traffic and encourage subscribers to use it more often.
Pete Gottfried is the account director.