It is understood that Unity beat three specialist healthcare agencies to win the brief. It is the first agency hire for the brand since UK-based firm Equazen was bought by Swiss health supplement firm Galenica last December.
Generalist agency Unity was co-founded two years ago by ex-Band & Brown communications CEO Gerry Hopkinson and the agency’s former business division head Nik Done.
Unity will directly manage UK and Ireland PR efforts and will take on strategic and management duties for global activity, which will be handled by locally based agencies and centred on the Australian, Swiss and Scandinavian markets.
Eye Q is one of several brands in the brain-boosting sector that use ingredients such as Omega 3, which is found in oily fish. At around £7 for 60 tablets, the product is at the more expensive end of the market. The brand is particularly aimed at children, with a key target audience being ABC1 parents.
Hopkinson said that a key focus will be to promote a commitment to using only sustainable fish stocks. He added that the campaign will include trade and consumer media relations as well as stakeholder relations.