Ancestry, the global leader in family history and consumer genomics, has today announced the appointment of Red Havas as its public relations agency in Australia, following a competitive pitch.

Red Havas is charged with supporting Ancestry in its mission to empower journeys of personal discovery to enrich lives by developing and delivering an ongoing public relations and influencer campaign, built on a strategy to meaningfully ingrain Ancestry’s brand into the Australian cultural narrative.

With a remit that relies on having strong local market insights across different communities, Red Havas built a specialist team from its Sydney and Melbourne offices, bringing a diversity of thinking to the account.

The planned activity will highlight Ancestry’s market-leading online family history platform and consumer DNA test, AncestryDNA®.

Grant Richmond-Coggan, Business Director, Red Havas, said: “It’s an exciting win for the Agency as family history has strong cultural relevance in Australia, providing a rich territory for creativity. In addition, Ancestry perfectly aligns with our approach to engender a meaningful connection between brands and consumers. We can’t wait to help more Australians unearth their own stories.”

Nigel Seeto, Australia & New Zealand Country Manager for Ancestry said: “We were impressed with Red Havas’ proactivity, strategic approach and creative smarts in bringing the Ancestry story to life and inspiring Australians to delve deeper into uncovering their family stories.

“It’s an exciting time for Ancestry; our continued product innovation and the recent growth of the AncestryDNA global network to 15 million people is making it accessible for more people to connect to the lives of their ancestors than ever before. We’re looking forward to working with Red Havas to lead the conversation about the value of family history to Australians and propel us into the next phase of growth across the Australian market.”

Red Havas will work closely with Ancestry’s teams in Australia and the UK.