SAN FRANCISCO: Ancestry.com, a leading family history resource website, hired MSLGroup to handle consumer PR and social media following a multiple-round RFP process that began in the Fall of 2010.
MSL San Francisco will manage the one-year, five-figure account and work will primarily focus on increasing brand reputation, introducing new historical collections available on the website, and enhancing the company's social media presence.
According to Sean Pate, director of PR at Ancestry.com, the agency was selected for a number of reasons, including its San Francisco presence, creativity, tenured team, and ability to deliver strategic council.
MSLGroup will use its consumer PR and social media experience to develop a program that will move Ancestry.com forward among consumers, according to Brian Baker, VP of MSL San Francisco.
Since work began in January, the agency has spear-headed a number of campaigns involving Ancestry.com's release of historical records relating to Black History month, the Civil War, St. Patrick's Day, and most recently, the Holocaust.“The agency has led our program with great results over the past 90 days,” Pate said.