Femtech business Ovum and AKQA Partner to Advance AI-Powered Women’s Health Innovation

Empowering women to better understand and advocate for their health through intelligent technology, fast-growing femtech business OVUM names AKQA Australia creative partner

Ovum and AKQA today announced a new strategic partnership to accelerate AI-powered women’s health innovation, combining Ovum’s intelligent health platform with AKQA’s world class creativity and innovation.

Founded by Dr Ariella Heffernan-Marks, a former medical doctor turned entrepreneur, Ovum was created to help women take control of their health and wellness journey. The Ovum app acts as an AI companion – collating symptoms, tracking cycles, integrating wearable data, uploading medical records, and providing insights to help women make informed decisions about their wellbeing. The app also collects longitudinal data sets that help to address the gender health gap.

With an ambitious roadmap for growth, Ovum has engaged AKQA Australia to help elevate the brand, including driving consumer adoption and inspiring product trial and consideration in the market. The agency will partner with Ovum to develop culture-shifting creative concepts that live through digital, PR and social. The partnership will kick off with a major brand moment on International Women’s Day 2026.

Justine Leong, Managing Director at AKQA Australia, said the collaboration represents a shared ambition to create meaningful, category-defining work: “Our partnership with Ovum is deeply aligned with AKQA’s values of empowering women through creativity and innovation,” Leong said.

“It’s also a powerful moment for our team – led by our Chief Creative Officer Tara McKenty and an incredible group of female creatives – to collaborate on a product that directly advocates for women’s health.

“Ariella and the Ovum team share our appetite for bold, purpose-driven work. Together, we want to evolve a brand that not only grows but reshapes what femtech can mean for women everywhere.”

Stefanie DiGianvincenzo, Chief Marketing Officer of Ovum, said the collaboration marks an important step in amplifying and expanding on the brand’s mission to improve women’s health: “AKQA’s strategic and creative approach matches our ambition to help women in a way that feels both intelligent and emotional,” DiGianvincenzo said.

“The team understands our purpose – to empower women through data, empathy, and design – and they share our vision to make Ovum a trusted companion in every woman’s health journey.”

AKQA Australia will work closely with Ovum as the femtech innovator continues its mission to support women through every stage of their health journey.

Pictured L-R: AKQA Managing Director Justine Leong, Ovum’s Dr Ariella Heffernan-Marks and Stefanie DiGianvincenzo, and AKQA Chief Creative Officer Tara McKenty