Up wins new comms brief with HCi Viocare

Up has been handed a new contract by HCi Viocare, which has tasked the agency with raising awareness of the brand as it expands into new markets.

The client specialises in technology-led innovations for the consumer and professional healthcare and sports markets, including prosthetics, orthotics and diabetic foot rehabilitation. It is currently setting up an international network of Viocare clinics.

Up will initially work on raising awareness of the company's smart diabetic insole, a connected footwear product that helps diabetes patients better manage the care of their feet, preventing the serious problems associated with their condition.

It will also be aimed at the professional and amateur sports market as a means of helping athletes to improve their performance and prevent injury.

Stuart Jackson, chief executive officer of Up, said: "HCi Viocare are one of the most exciting new businesses we've come across over the last year. They sit at the intersection of healthcare and technology and their innovations have the potential to change the lives of millions."

The company is the latest addition to the Up client roster, which also includes tech-focused brands such as Orange, EE and the Chelsea Apps Factory.