Ancestry has named Wieden+Kennedy its lead creative agency in the U.S. in an effort to broaden consumers' view of the genealogy company.
The aim is to make Ancestry a more social and interactive experience, encouraging family members to collaborate, rather than users approaching Ancestry as a solo endeavor to research family history.
Ancestry VP, Global Creative and Brand Marketing Paige Grossman said that Wieden had a clear point of view on how to make the brand that’s associated with the past “relevant in the present.”
As a first step, the company launched a “Storymaker Studio” in its app where users can upload and enhance photos and images, record and upload audio files, integrate photos with audio, and post their own stories to their family trees, on their personal social channels, and across the Ancestry community.
“There's actually a lot of people who want to do their family history and share it with their extended family,” said Grossman. “When you do that you have a greater level of success, because now you're tapping your entire family to put pieces together of a puzzle that you're all putting together.”