Ancestry appoints Publicis’ Performics to performance marketing account

Publicis Groupe’s performance marketing agency Performics has won the account for Ancestry, the world’s largest collection of family history records.

The appointment follows a pitch involving both Ancestry’s local Sydney team and its UK-based global team, and sees the performance marketing function shift from the global in-house team to a local agency.

The account’s remit will involve handling performance marketing activity in both the Australian and New Zealand markets, and include customer journey mapping, SEM, display, video and social strategies, along with A/B testing, analytics and optimisation.

Ancestry’s ANZ country manager Nigel Seeto said: “Performics demonstrated an understanding and insight into the role of performance marketing that puts the customer at the heart of what we do. We’re excited about working together to grow the Ancestry business.”

The agency added it’s eager to add the family history website to its Performics family.

“We’re delighted to welcome Ancestry to our Performics family of customers and are looking forward to applying Performics’ understanding of consumer intent to help Ancestry grow further in the Australian and New Zealand markets, helping people to enrich their lives by discovering where they’ve come from,” CEO Jason Tonelli said.

Genealogy websites like Ancestry and the US’s 23andMe are on the rise, making a profit by selling the data to researchers and other companies. The DNA evidence held by the companies has been used, particularly in the US, to prosecute or exonerate a suspect in criminal proceedings.


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