Packer Forbes wins Acticoat deal

Smith & Nephew has drafted in Packer Forbes Communications to promote its wound-care brand Acticoat as it bids to capitalise on media interest in infections including the high-profile so-called ‘superbug’ Methicillin-Resistant Staphylococcus Aureus (MRSA).

The firm has appointed the healthcare specialist agency to handle a media relations campaign for its Acticoat antimicrobial barrier dressing, used to manage chronic and acute wounds and to fight infections such as MRSA.

Britain has one of the highest MRSA rates in Europe, with infections having rocketed by eight per cent over the past year. The infection is primarily caused by poor hygiene and dirty wards.

Packer Forbes managing director Alexa Forbes said the PR campaign would be ‘intensive’ and ‘has to get off the ground at a break-neck speed if we are going to capitalise on soaring MRSA infection rates’. MRSA is reported to kill about 5,000 people each year in the UK.

An agency account team led by associate director Alisha Parr reports to S&N senior product manager Andrew Warburton on the campaign.

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