GX+ hands Euro launch to Leagas Delaney

Leagas Delaney has been appointed to handle the advertising account for the pan-European launch of bio-security brand GX .

The GX Laboratories-owned brand is gearing up for the launch of its entire product range comprising anti-microbial hand sanitisers, soaps and moisturising creams. The company also plans to extend its range of infection control products following the European roll-out. It would not reveal how much the account was worth.

The agency won the business without a pitch and has been tasked with developing a TV and press campaign to support the launch. It will work alongside integrated marketing agency Haygarth, which will manage all below-the-line activity for the brand.

GX Laboratories claims its "infection control" products kill all bacteria, viruses and fungi in a shorter period of time than other products.

The company will initially target government bodies, and medical and healthcare professionals, but it has plans to roll out the range in consumer and retail markets across Europe.

The win comes after the agency secured the £2m advertising account for Stannah Stairlifts in September.

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