BOSTON-A.T. Cross last week pledged to stand by Pagano Schenck & Kay as a print campaign for its new line of watches began a test run in magazines.
The recent departure of agency president Rick Sandler and the decision of co-founder Bob Pagano to leave the shop had raised questions about the client’s relationship with PS&K.
The company has no intention of moving the account from the Boston agency, said Cross’ director of marketing Bruce Willox, who spoke positively on PS&K’s latest campaign. “We’ve had some very favorable reviews from sales reps and retailers,” he said.
Each execution features a Cross pen at the top, with the new watches stylishly photographed below. One headline reads, “Our preoccupation with letters, words and phrases has spilled over to hours, minutes and seconds.”
Boston, Los Angeles and New York are test markets for the ads, now appearing in Newsweek, Time, Atlantic Monthly, Vanity Fair, Travel & Leisure and Food & Wine. The campaign is expected to break nationally in 1998, said PS&K creative director Woody Kay.