The incumbent is Initiative which will repitch for the business 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.