Finn Partners wins brief for biotech firm’s rapid mass-testing kit for COVID-19

Finn Partners has been appointed to provide PR, comms and strategic counsel for the UK distributor of Frankd SARS-CoV-2, and a related app.

GeneMe's SARS-CoV-2 testing kit.
GeneMe's SARS-CoV-2 testing kit.

Finn Partners said its role will be to show how the rapid COVID-19 test , developed by Polish biotech firm GeneMe, is helping businesses and public sector professionals worldwide “recover from the pandemic”.

The project-based account, which was won in a competitive pitch, tasks the agency with delivering targeted media relations, strategic counsel and event support.

Working with the biotech firm’s UK arm, GeneMe UK as well as app-developer Yoti, Finn Partners will make a series of announcements explaining how the test is being used by businesses, public sector and arts organisations, in the UK and abroad.

The agency will also run a messaging programme to help Frankd stand out in the “crowded Covid-19 testing market” to drive awareness of its product.

According to GeneMe, a single Frankd testing device can test more than 90 people in half an hour, with 100 per cent accuracy for detecting negative results and 97 per cent accuracy for positives. The test is administered by a trained professional but can be processed on site, rather than sent to a lab where results can take up to three days.

It is integrated with a digital identity app made by Yoti that enables results to be handled in line with data privacy laws and sent securely to individuals’ phones. The app provides the results in an encrypted form to a user's phone and can be shared with others, if necessary. 

Trials of the test have been completed at Heathrow Airport and with Virgin Atlantic, as well as with the cast of crew of the London premier of the musical Sleepless.

Chantal Bowman-Boyles, managing partner, Europe, at Finn Partners, said: “Every day, we hear news of another unproven testing company or failed trial and we are committed to help GeneMe UK effectively communicate the advantages that Frankd has over its potential competitors.”

Finn Partners said the account represented a milestone for the agency because it brought together its expertise across the health, travel and technology sectors.

Andrew Wheeler, chief executive of GeneMe UK, added: “Today’s COVID-19 testing market is a bit like the Wild West, with certain companies rushing out solutions and making bold, unsubstantiated claims to media prior to having their messaging and proof points in place.

“With Finn Partners on board, we are keen to avoid those mistakes and… establish Frankd as the scientifically robust, technically innovative and trustworthy solution that it is.”

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