Memo Pad: Cartier’s Timely Icons… ASME Digital Awards…

Cartier's new Icon watch advertising campaign is austere, bold and meant to evoke the brand's tenets.

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TIMELY ICONS: Cartier’s new Icon watch advertising campaign is austere, bold and meant to evoke the brand’s tenets: craftsmanship, tradition and classic design. The black-and-white print ads feature iconic timepieces, including the Tank Francaise and Santos, and lists the years in which they were designed — 1904 and 1917, respectively — to convey the longevity of the styles.

“We’ve seen the behavior patterns of our clients before the crisis and after the crisis,” said Cartier North America president and chief executive officer Emmanuel Perrin. “[When making] purchases, [customers are] making sure to get the best quality, the best craftsmanship, the product that lasts the test of time. That’s what Cartier has always been about.”

This story first appeared in the March 4, 2010 issue of WWD.  Subscribe Today.

The campaign bows in newspapers including The New York Times, The Wall Street Journal, Barron’s and The Los Angeles Times beginning on Saturday through March 12.

Also at Cartier, Guillaume Alix has been named vice president of marketing and communications. Alix has been with Cartier in various roles since 1997, most recently as chief of staff for Cartier president Bernard Fornas. Alix succeeds Oliver Stip, who departed last year.

— Sophia Chabbott

THE ASMES GO DIGITAL: On Wednesday, the American Society of Magazine Editors unveiled the finalists for the first “Digital Ellies,” or the National Magazine Awards for Digital Media, which recognize excellence in digital media and journalism. (Previously, the digital space had been relegated to several categories in the National Magazine Awards.) Of the 118 magazine Web sites and online-only publications that entered the competition, 37 were nominated across the 12 categories, which included general excellence in digital media, mobile media, design, reporting, blogging, podcasting and video. In all, there were a few surprises and seeming upsets, with Hearst Publications receiving just one nomination, compared with Condé Nast and Time Inc., which tied with six, and Rodale, which garnered three. And Arianna Huffington’s The Huffington Post was shut out, while Tina Brown’s The Daily Beast received two nods.

Out of the 37 nominees, National Geographic and New York magazine fared the best, receiving five and four nominations, respectively. They were followed by The Atlantic and Sports Illustrated, which each received three nods, and two-time nominees including ESPN The Magazine, The New Yorker, Newsweek, Runner’s World, Slate and The Daily Beast. In addition, Martha Stewart Living, Wired, Epicurious, GQ, Bloomberg BusinessWeek, Time, The Economist, Esquire, InStyle, Men’s Health, Vanity Fair and T, The New York Times Style Magazine all garnered single nominations.

The Digital Ellies will be held in conjunction with the Magazine Publishers of America’s “Magazines 24/7: The E-Reading Revolution” conference on March 18 at the Sheraton New York Hotel and Towers.

— Nick Axelrod

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