Cross Effort Marks Change

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Watch-Wearing Stick Figures Introduce Sonoma Line
BOSTON–A print campaign for A.T. Cross’ upscale timepieces marks a dramatic departure from the venerable pen maker’s previous advertising efforts.
Featuring sardonic headlines and hand-drawn stick figures, the $2 million campaign crafted by Pagano Schenck & Kay in Boston introduces the Sonoma line of watches.
“Cross has a conservative, straight-laced image,” explained Jeff Davis, director of sales for Cross’ timepiece division. “We’re really trying to bring the whole company to a different level.





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