Fallon picks up luxury brand in Japan

Fallon Tokyo has won the Cartier creative brief in Tokyo following a pitch against incumbent Hakuhodo, and two divisions of Asatsu DK and Beacon Communications. A campaign is expected to launch next year. Phil Rubel, MD, Fallon Tokyo, said: "Cartier has done trade and PR events as well as consumer print advertising in the past. This time we will be doing some exciting and unusual executions using traditional media, in addition to some non-typical luxury brand activities. The product line involved is extremely important to Cartier and they have chosen a creative/strategic agency instead of the more typical media-driven agencies in Japan to help ensure success." Hakuhodo will continue to handle media buying.