Genea Fertility assigns CHE Proximity to its media and creative

Genea Fertility, a provider of conception and fertility services, has appointed CHE Proximity as its lead creative and media agency.

The appointment follows a competitive pitch for the business’ brand communications, media planning and buying services.

CHE Proximity’s client list includes Flybuys, Ikea, Samsung, Natural Gas and Aussie Home Loans.

Genea Fertility has hired CHE Proximity

Head of brand and marketing, Nicole Papoutsis, said the agency’s focus on innovation matched up with the Genea’s.

“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,” she said.

“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.”

Creative directors at CHE Proximity, Richard Shaw and Jeremy Hogg, said: “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.”

Managing partner, Renee Hyde, added: “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.”

In May, it was revealed that CHE Proximity had made 35 positions redundant. This followed the redundancies of the two managing director roles, impacting Vanessa Nicol in Sydney and the incoming, unannounced Melbourne MD.

In July, Mumbrella revealed that chief media officer Ben Shepherd was leaving CHE Proximity to join Thinkerbell.


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