Content Warning: This article contains adult content Facing a ‘sea of sameness’ in the category, Genea Fertility took a radical step towards breaking the taboos surrounding IVF, and including all families in the narrative of where babies come from. Head of brand and marketing Nicole Papoutsis and CHE Proximity creative director Jeremy Hogg chat to Mumbrella’s Zoe Wilkinson about the importance of trust in the brand-agency relationship to propel a category forward.
'Are we really going to do this?': How Genea Fertility is tackling fertility taboos head on
