Partners BDDH aims to position Parker pens as a modern brand for
the contemporary world with its "point made" debut campaign for the
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
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
Five executions will appear nationally as six-sheet posters and in
national press supplements, a range of weekly magazines and
The campaign was art directed by Andy Breese and the copywriter was Will
Awdry. Media planning and buying is being handled by Rocket.