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Carmichael Lynch pushes Cross pens as everyday writing instruments in the shop’s first brand work for the company.
“There can be an air of pretentiousness when someone owns a high-quality writing instrument,” said Jim Scott, an account director at the Minneapolis agency. “At some point, it is just a pen.”
The agency’s first ads for Providence, R.I.-based A.T. Cross introduces the tagline, “The pen, pushed.” The line is intended to position Cross as an innovator, Scott said.
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