The agency won the business following an informal pitch process against several other agencies. Ancestry.com is in the process of planning its first offline marketing to help it build its subscriber base.
MC&C is currently examining marketing opportunities across media such as weekend supplements. The agency is also testing other types of marketing material, such as inserts in the national press and consumer magazines and direct response radio advertising. Testing is scheduled to begin this month and results will be analysed in August.
Ancestry.com claims that it has the largest collection of family records on the internet, and over 850,000 subscribers worldwide.
Ancestry.co.uk's senior marketing manager Simon Harper said: "We were looking for a strong media partner to work with and address the needs of the UK market. MC&C demonstrated a clear understanding of our service and needs and we are pleased to have them onboard."
The online genealogy market is growing increasingly competitive. Friends Reunited has been actively marketing its Genes Reunited site. Earlier on this year it hired the Financial Times' senior marketing executive Martine Parnell as its new chief.
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