Family history and consumer genomics business Ancestry has appointed Publicis Media's Performics 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.
The appointment sees Ancestry's performance marketing function in Australia and New Zealand move from global in-house to a local agency.
"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,” Performics Australia CEO Jason Tonelli says.
Performics will be responsible for Ancestry’s customer journey mapping, audience insights, search engine marketing (SEM), display, video and social strategies with A/B testing, analytics and optimization.
“Performics demonstrated an understanding and insight into the role of performance marketing that puts the customer at the heart of what we do," Ancestry country manager for Australia and New Zealand Nigel Seeto says.
"We’re excited about working together to grow the Ancestry business.”
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.