Ancestry.com Hires Droga5 to Shift the Emphasis of Its Pitch

By adageeditor@adage.com (Lindsay Stein)


Ancestry.com has hired Droga5 as its lead creative agency to help the brand shift from celebrating consumers’ family history to helping people use past records to inspire future decisions.

“We’re in the business of helping people understand themselves and where they come from, but we want to take the brand and lean it forward,” said Vineet Mehra, who joined Ancestry earlier this year as chief marketing officer. “We want to continue to celebrate our history with the unique purpose of inspiring people to do something differently with their lives and understand that our past is a big driver of where we want to go in the future.”

The genetic testing category has been growing, with competitors such as Color Genomics and 23andMe investing more money and expanding their services. 23andMe recently latched onto marketing for the forthcoming movie “Despicable Me 3” with an ad depicting super-villain Gru exploring his DNA. The spot, by agency Haymaker, features Gru finding family through 23andMe’s DNA Relatives Tool, where his results reflect the existence of his long-lost twin brother Dru.

Ancestry.com has hired Droga5 as its lead creative agency to help the brand shift from celebrating consumers’ family history to helping people use past records to inspire future decisions.

“We’re in the business of helping people understand themselves and where they come from, but we want to take the brand and lean it forward,” said Vineet Mehra, who joined Ancestry earlier this year as chief marketing officer. “We want to continue to celebrate our history with the unique purpose of inspiring people to do something differently with their lives and understand that our past is a big driver of where we want to go in the future.”

The genetic testing category has been growing, with competitors such as Color Genomics and 23andMe investing more money and expanding their services. 23andMe recently latched onto marketing for the forthcoming movie “Despicable Me 3” with an ad depicting super-villain Gru exploring his DNA. The spot, by agency Haymaker, features Gru finding family through 23andMe’s DNA Relatives Tool, where his results reflect the existence of his long-lost twin brother Dru.

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Source:: Advertising Age Digital

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