Ancestry appoints ANZ performance marketing account to Publicis Media’s Performics Australia

Ancestry has appointed Performics, part of the Publicis Groupe, to handle its performance marketing activity in Australia and New Zealand, following a pitch involving both the local Ancestry team in Sydney and its UK-based international team.

Ancestry is the global leader in family history, hosting the world’s largest online collection of records to help people discover their ancestors. The company also offers a consumer DNA kit service that helps expand users’ genealogy research and connect them with ‘DNA matches’.

In an appointment that sees Ancestry’s performance marketing function in Australia and New Zealand move from global in-house to a local agency, Performics will be responsible for Ancestry’s customer journey mapping, audience insights, SEM, display, video and social strategies with A/B testing, analytics and optimization.

Says Nigel Seeto, country manager, Australia & New Zealand at Ancestry: “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.”

Says Jason Tonelli, CEO, Performics Australia: “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.”