UK genealogy service Findmypast is aiming to step up its challenger brand strategy with the appointment of a new agency to handle its media planning and buying account.
Beyond, the agency with recently rebranded from Above+Beyond, Yonder Media, Frontier Strategy and Collective Studios, has been appointed without a pitch.
Findmypast can trace its roots back to 1965 when a group of genealogists formed an organisation named “Title Research”, although its first website did not go live until 2003.
In 2007, the service was bought by Dundee-based DC Thomson, which also publishes Beano and Dandy, as well as newspapers The Courier, The Evening Telegraph and the Sunday Post.
The website hosts billions of searchable records of census, directory and historical record information, and, as of as of 2018, Findmypast has partnered with other genealogical organisations and hosts much of their data. It has also sponsored UKTV channel Yesterday and produced a series of programmes.
Findmypast’s biggest rival is Ancestry, which was founded in 1983 and transitioned to an online subscription-based service in 1997. Meanwhile, FamilySearch claims to be the world’s largest free genealogy resource.
Beyond has been appointed to drive customer acquisition by improving media efficiency, enhancing use of data, and by adopting challenger brand behaviours in media. The account was previously run by independent media agency Smithfield.
Last year, Beyond was appointed to Findmypast’s creative account following a competitive pitch. January saw the launch of a new brand platform ‘Rooted in Culture’, with creative work featuring real-life stories uncovered through its digital archives.
Findmypast head of growth Steve James said: “We are excited to expand our relationship with Beyond into media, as we undertake our ambitious plans for growth. Getting the right combination of reach and relevant targeting is key to our success and we believe that Beyond has the right approach to help us achieve our goals.”
Beyond partner for media, data and effectiveness Ed Cox added: “This is just the kind of challenge we thrive on – a disruptive challenger brand in a highly competitive market.
“We’re excited to get started on the journey to modernise Findmypast’s media and put in place a new strategy for continued growth. Taking on media duties alongside creative will allow us to develop a seamless integrated strategy, and multiply the power of media with top-drawer creativity.”
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