The incumbent is Initiative. The agency will repitch for the business, which it has held since the summer of 2010.
Other shops believed to be in the running are Omnicom’s PHD and Dentsu Aegis Network’s Vizeum.
Ancestry.co.uk positions itself as the leading online resource for family history and genealogy.
It is owned by the US-based Ancestry.com, which claims to be the biggest commercial genealogical company in the world with the largest collection of family trees.
The review is being handled directly by Ancestry.com and led by Sue Moncur, the director of planning and communications.
VCCP works on Ancestry.co.uk’s creative business and is not believed to be affected by the review. It created the "traveller" campaign in 2013, which comprised two TV spots.
Ancestry.co.uk faces competition in the UK from smaller sites including Family Search but also from the increasingly popular Genes Reunited, an offshoot of Friends Reunited.
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