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Arcis Biotechnology makes The Raft global brand guardians for bi-giene

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By The Drum Team, Editorial

November 25, 2010 | 2 min read

Arcis Biotechnology has handed The Raft its bi-giene account, and made the agency its global brand guardians.

The Raft was approached at the embryonic stage of the development of the environmental cleaning and germ killing product, having developed the brand name, guidelines, presentation collateral and marketing toolkit.

Arcis plans to spend half-a-million on marketing over the next year with a launch date planned for January, predominantly focusing on the B2B market with some B2C applications. A multilingual website and marketing toolkits will also be developed for an international market.

Phil Howells, creative director at The Raft said: “When Leigh Bradley (managing director of Arcis Biotechnology) came to us with the product we jumped at the chance to help them get it to market. To be at the forefront of a brand’s journey is every agency’s dream. The product is going to revolutionise the sector; bi-giene uses green chemistry, is very durable and extremely efficacious, so they could well become the ‘Intel inside’ of the microbe killing world.”

Leigh Bradley, added: “The Raft’s work on the brand was instrumental in opening doors for us. The sector is very competitive but we believe our longevity, versatility and brand will set us apart from the rest. I know that bi-giene is in very safe hands with The Raft.”

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