Partners challenges views of Parker in latest ad push

Partners BDDH aims to position Parker pens as a modern brand for

the contemporary world with its "point made" debut campaign for the

brand.



The press and poster push includes an image of a lesbian couple, which

is signed "Mrs Davies and Mrs Davies" using a Parker pen in an attempt

to challenge the established views of the brand.



Partners was appointed to handle the Sanford UK account - which includes

the £1 million Parker account and the Berol, Papermate and Rotring

brands - in September without a pitch.



Nigel Long, Partners' chief executive, worked on the Parker pen account

at WCRS in the early 90s. He said: "The new campaign makes the point

that the world has changed in a tongue-in-cheek way. Each one of the

five executions uses four or five words or fewer to make a point

precisely."



Research carried out by the agency showed that Parker is a well-known

and respected brand but that it is not "front of mind". It also showed

that people associate using a Parker pen, instead of pencils or biros,

with clear and concise expression.



The repositioning campaign will run from 3 December until the end of the

year to try to push the brand over the crucial Christmas present buying

period.



Five executions will appear nationally as six-sheet posters and in

national press supplements, a range of weekly magazines and

postcards.



The campaign was art directed by Andy Breese and the copywriter was Will

Awdry. Media planning and buying is being handled by Rocket.



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