Sanford selects BBH to handle its Parker Pens global ad task

The French-based pen manufacturer Sanford has appointed Bartle Bogle Hegarty to handle the global account for its Parker Pens and Waterman brands.

BBH, which captured the business following a two-way pitch against Lowe, will be required to develop the brands across European, North American and Asian markets. The budget for the account has yet to be agreed.

BBH's business director, Richard Exon, said: "The critical thing is that it's a brand job and not a product job. Principally, it's about growing the brand by growing the usership and getting new users into the pen category."

Partners BDDH is Parker's UK creative agency, while Rocket handles media strategy. The pair were appointed last November to handle the UK relaunch of the Parker brand and build its sales in the run-up to Christmas. A recent Partners press and poster campaign featured an image of a lesbian couple as part of an attempt to challenge established views of the brand.

The Parker brand was recently sold by Gillette to Sanford's parent company, the US company Newell Rubbermaid. The appointment of BBH follows a recent decline in the sales of fine writing instruments.


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