Cartier’s out-of-home ad featuring one of its most recognisable symbols – the panther – alongside a Cartier watch, is the latest winner of Kantar’s ‘The Works’ study, showing the power of consistently using distinctive brand assets.

Appealing to “warmth and cosiness”, rather than taking the “serious” tone of many luxury brands has helped it stand out in the luxury category, Kantar’s head of creative excellence, Lynne Deason, tells Marketing Week.

The panther cub does a lot of the work. It grabs attention quickly, adds personality and creates a feel-good factor that helps the ad land. At the same time, the watch itself reinforces the brand’s premium credentials, which one respondent described as “distinct and clear”.