Crane & Co, the iconic US heritage stationery brand, appointed NY–based, independent full-service agency LIGHT+CO as its agency of record for creative and media. LIGHT+CO is charged with introducing Crane’s new brand foundation as it celebrates its 220th year in business.
“As we mark 220 years of enabling meaningful and personalized communication, we needed a partner who could deeply understand our brand’s storied history, and help us bring the Crane brand to life for modern consumers,” said Laura Seele, Senior Director of Marketing at Crane & Co.
“LIGHT+CO was the perfect partner for us. Their extensive experience with heritage brands, inspired creative vision, and ability to adapt to our changing needs set them apart.”
LAURA SEELE, CRANE & CO.
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LIGHT+CO’s new work for Crane will launch this spring with a focus on new products and occasions.
“At a time when the whole world is hungry for more personal and tangible ways to connect with people who matter most to them, Crane’s products have never been more relevant,” said LIGHT+CO CEO David Cameron. “There’s a rich creative opportunity to reassert the power of written communication, all under the banner of an iconic American brand.”
Seele worked with LIGHT+CO for several years in her role as Director of Global Marketing at Steinway & Sons pianos, for whom LIGHT+CO served as creative and media AOR and relaunched the brand after a 40-year hiatus from advertising.
This is the second time in recent weeks we’re hearing about LIGHT+CO, the team behind the powerful “Rise and Shine” PSA that launched during Mardi Gras in February to help raise relief funds for Louisiana musicians through the New Orleans Jazz & Heritage Foundation and Trombone Shorty Foundation.
