Genea Appoints CHE Proximity as Creative and Media Agency

Genea Fertility, one of Australia’s leading providers of assisted conception treatment including IVF and egg freezing has appointed CHE Proximity as its lead creative and media agency.

With more than 30 years of experience in the field, Genea has been at the forefront of many of the significant developments in the fertility sector. Most recently, the Geri incubation system, which has resulted in a 24.3% increase in the number of pregnancies when introduced into the Genea laboratory*. Geri also facilitates Grow by GeneaTM, an Australian first app allowing patients 24/7 access to photos and videos of their embryos during the six days they spend growing in a Geri incubator in the embryology lab.

Nicole Papoutsis, head of brand and marketing, Genea, says: “Innovation is core to what we do at Genea, just as we are at the forefront of IVF technologies, the marketing team truly leads the category in our innovative approach to communicating. I’m thrilled to take our next leap forward with the CHE Proximity team. An in-depth research program earlier in the year was the catalyst for us to answer the call and respond to what those seeking fertility treatment are looking for. CHE Proximity proved to be the perfect partner to help make that happen.”

Managing partner at CHE Proximity, Renee Hyde, adds: “Our team is excited to partner with Genea, with a unique opportunity to highlight their work as a first-class IVF provider and make a real difference.”

Richard Shaw and Jeremy Hogg, creative directors at CHE Proximity, conclude: “From our first conversation with the team at Genea, we were really excited about the ambition for their brand and desire for work that breaks from the category norm. The trust they’ve placed in the agency to tell their story is exciting and we can’t wait to tell their story.”