Athena Medical hired by allergy specialist Phadia

Athena Medical has been drafted in to create a new PR strategy for Phadia, the developer of allergy testing systems.

The London-based agency will be responsible for an integrated programme aimed at encouraging best practice in the management of allergy sufferers in the UK, PR Week reports.

Athena, which won consultancy of the year at the 2005 Communique Awards, will ask senior account director Caroline Skirrow to head up the campaign, with assistance from account director Rawaa Abdalla.

According to the publication, the strategy for Phadia is set to include advocacy development alongside consumer and trade outreach initiatives.

Phadia is based in the Swedish city of Uppsala and operates a second facility in Freiburg, Germany. Its UK headquarters is located in Milton Keynes.

Employing 1,300 people worldwide, the firm exports its products to laboratories in 60 countries and claims to supply seven out of every ten allergy laboratory tests conducted worldwide.