Operations Inc. ( parent company of the Ancestry global network of family history websites, has announced the appointment of two new agencies, Essence ( and Initiative ( to look after all media planning and buying for its UK website,

The accounts were won following a competitive pitch, which covered both online and offline media. Digital agency Essence will handle the UK family history website's online activity including paid search and display. Initiative Media will be responsible for's offline media activity which will be an increasing part of its overall marketing strategy. Acquisition Marketing Director Jonathan Saverimuttu comments: “The appointment of Essence and Initiative Media is a key part of driving growth in the UK market.

"More specifically, Initiative impressed us with their remarkable rigor for integrated planning and buying; and Essence demonstrated a great understanding of online brands and insight into our business.”

The UK’s leading family history website provides access to the world’s largest collection of family trees with more than 1.7 billion profiles from over 100 countries in 17 million member trees and offers members access to more than 865 million UK historical records, and five billion in its international collection.

Matt Isaacs, Founding Partner of Essence comments: "Working with the UK's number one family history website is very exciting and we can't wait to drive’s online presence. It's also a great opportunity for us to leverage our deep experience with other major online brands, such as Google, YouTube, eBay and Expedia."

Gary Birtles, Chief Executive, Initiative UK, said: “Ancestry has a great product and we are delighted to be working with their UK business as they seek to grow their audience. Initiative’s expertise in insight, strategy and activation will help engage new markets and drive business results.”

Dated 23/07/10


About Essence

Essence is an award winning digital agency based in London and delivering work for clients across Europe and beyond. With clients such as Google, Expedia and eBay, Essence delivers media, creative and technical solutions to leaders in the digital space. In 2009, the agency was announced as eConsultancy’s Most Innovative Digital Agency ( and in 2010 it was crowned Media Agency of the Year at the NMA Effectiveness Awards ( ). The agency won the highly coveted Revolution Special Award for Innovation in April 2010 and in May, Essence featured in the top 20 in Europe’s Fastest Growing Larger Digital Media Companies at the Media Momentum Awards 2010 (

About Ancestry

Officially the UK’s Number 1. family history website*, contains more than 865 million records in collections including the most comprehensive online set of England, Wales and Scotland Censuses from 1841
to 1901, the fully searchable England and Wales Birth, Marriage and Death Indexes, the World War One British Army Service and Pension records, UK Parish Records and the British Phone Books. was launched in May 2002 and belongs to the global network of Ancestry websites (wholly owned by Operations Inc.), which contains five billion records. To date more than 17 million family trees have been created and 1.7 billion names and 35 million photographs and stories uploaded. (Figures current as of 29 April 2010)

The Ancestry global network of family history websites: in the US, in the UK, in Canada, in Australia, in Germany, in Italy, in France, in Sweden and in China.

Published on: 4:24PM on 23rd July 2010