Family history and consumer genomics company Ancestry.com recently announced it had named creative and strategic advertising agency Droga5 New York as its lead creative agency and the latter will lead an integrated agency team for a new campaign that is set to launch in Summer 2017.
Ancestry’s marketing team, including chief marketing officer Vineet Mehra – who joined in January – seeks to “build a team of agency partners that work together as a single cross-platform machine, developing beautiful and emotionally engaging experiences for consumers regardless of where and how they interact with the Ancestry brand”, a release said.
Ancestry also explained that the new campaign would “reaffirm the emotional power of the revelations delivered by the company’s products and highlight the ways in which a better understanding of our families’ journeys through history can change how we approach our future”.
Mehra spoke to The Drum about Ancestry’s messaging as
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