WPP Media: Cartier

Since its first appearance in 1914 Cartier's Panther has embodied freedom, elegance and style. For a new international campaign, the challenge was to honour this heritage while creating a contemporary and evocative vision of the Cartier universe.

WPP Media was tasked with orchestrating a global media strategy to match this creative ambition and deliver widespread impact.

WPP Media devised a global media strategy that combined innovation and high-impact placements. The multifaceted approach was designed to enhance the brand’s identity and create a coherent experience across platforms.

Large-scale displays were activated in prominent locations from Paris and London to New York and Shanghai. These formats appeared in spaces selected for their high visibility and status.

The campaign also featured notable collaborations with leading print publications such as the New York Times and the Financial Times. In a significant break from its 132-year tradition the Financial Times adapted its production for a unique over-cover not printed on its signature salmon paper.

To connect the physical and digital worlds, immersive content was made accessible via QR codes integrated into the media plan. These initiatives were amplified by a targeted presence on social platforms, strengthening interaction with key audiences. The global strategy was designed and executed by more than 40 local market teams.

The comprehensive multi-platform strategy successfully translated Cartier's creative vision to a global audience. The collaboration resulted in an engaging experience that resonated with audiences and affirmed Cartier's ability to innovate while respecting its heritage.

The media activations achieved significant global reach. The partnership with the Financial Times was a particularly notable element of the campaign, highlighting its unique approach. Ultimately, the campaign served as an invitation for the world to rediscover the iconic Cartier Panther.