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.
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