Cross Tries to Take Image Past 'Skinny Gold Pens'

Carmichael Lynch seeks to update A.T. Cross’ image with a brand campaign that uses a new tagline and more colorful print advertising.

“A lot of people think of them as the skinny gold pen company,” Libby Brockhoff, a group creative director at the Minneapolis agency, said of Cross. “We [have] to let people know this brand is a progressive brand.”

The agency’s campaign, which introduces “Inspired” as the tagline, attempts to position Cross pens as an essential accessory in today’s business world.

“People come to meetings with what we call ‘meeting gear,’ ” Brockhoff said.