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ERWIN PENLAND NAMED AGENCY OF RECORD FOR CROSS PENS
November 16, 2011

LINCOLN, R.I. (Nov. 9, 2011) – Cross, a leading international manufacturer of fine writing instruments, timepieces and personal accessories, has named Erwin Penland as its agency of record for advertising and marketing communications.  Terms were not disclosed.

The 400-person agency, with offices in Greenville, S.C., and New York, will begin the partnership with an in-depth market study and global segmentation analysis for the brand, which is part of 165-year-old, Rhode Island-based A.T. Cross Co. (NASDAQ:  ATX).   Those findings will be the foundation for a 2012 marketing plan expected to impact everything from digital and traditional advertising to distribution and product development.

“The past several years we have focused more on B-to-B communications with the retail channel, so we’re excited to be re-engaging with consumers,” said Robin Boss, Cross’s vice president for global strategic initiatives.  “Erwin Penland’s strategic approach to marketing communications, vast experience with retailers and consumer goods, and depth of talent and capabilities will be tremendous assets in helping realize our goals for the Cross brand.”

Boss noted a number of seismic changes that have caused the venerable brand to revisit its marketing strategy.  From emerging economies around the world to new digital platforms for communicating with and among consumers, Cross expects to incorporate these current trends in its plans to appeal to an even broader audience.


“There’s a new generation of people who recognize the value of a quality writing instrument as both a functional item and a status symbol,” said Erwin Penland President Joe Erwin.  “We’re very excited to be working with an iconic American brand like Cross as they look to re-establish their voice in the U.S. while continuing to build a following in other parts of the world.”

About Erwin Penland
Erwin Penland creates interactions that inspire action.  One of the largest full-service advertising agencies based in the South, with offices in Greenville, S.C., and New York, the firm offers integrated advertising, strategic planning, media, digital, experiential, direct marketing, design and public relations services to a wide range of clients including Verizon, Denny’s, Lockheed Martin, BI-LO Supermarkets, Cross Pens and Advance America.  Renowned for its commitment to growth, integrity and customer service, Erwin Penland has received numerous awards for marketing effectiveness and creative excellence, and in 2011 was named one of the “Best Places to Work” by Advertising Age.