The agency won the business after the incumbent, HMDG, declined to pitch for it. VCCP will now be responsible for handling all marketing activity for the brand, with its first campaign to break in the autumn. HMDG had won a pitch for the business in May 2009 against VCCP.
The agency’s appointment marked the first time that the family history site had worked with a retained ad agency.
During its time on the account, HMDG rolled out a number of TV campaigns for Ancestry.co.uk, with its most recent work looking to capitalise on the royal wedding.
In July 2010, Ancestry.co.uk shifted its media planning and buying account into Initiative, and also handed its online media business to Essence.
Jonathan Saverimuttu, the marketing director of Ancestry.co.uk, said: "VCCP has a proven ability to deliver highly creative and integrated campaigns and we are confident it will help take Ancestry.co.uk to the next level."