Ancestry appoints consumer comms agency

Family history website Ancestry has appointed Red Consultancy to lead the company's UK consumer communications, PRWeek has learned.

PRWeek understands that Red won a retained account following a competitive pitch to develop and deliver a full-service, earned media strategy for Ancestry in the UK.

The agency's remit is to build consideration, sustain awareness and create emotional relevance with consumers for the Ancestry brand.

"Our aim is to help bring to life the emotional benefits that discovering your family history can bring. We will be running a full service proactive press office alongside bigger campaign activity, said Red Consultancy MD Emily Morgan.

Adrian Leighton, senior director of International Communications at Ancestry added: "There has never been a more important time for people to gain a deeper understanding of who they are and where they come from and we believe the team at Red has the perfect mix of experience, contacts, insight and creativity to help us reach our UK audiences in a meaningful and impactful way."

The incumbent agency was W Communications, who had resigned the account.

A spokesperson for W told PRWeek: "We decided to resign the Ancestry business in September 2019 and at their request remained onboard until a new agency was found. We part on good terms and wish both Ancestry and Red the best for 2020."

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