Polaroid Consolidates at B COM3

B COM3 began put-ting its pitch together for Polaroid’s consolidated global account shortly after the holding company was assembled in March.
“When it came together, Dan [Polaroid’s vice president of global marketing Dan Reid] called me and said they had been thinking about the need to consolidate,” said B COM3 chief executive officer Roger Haupt. “He asked if there was a way B COM3 could be a part of that.”
Following a roster shop review of Polaroid’s $100-150 million account, the Chicago holding company notched a win that is a good indication of why it was set up.
Leo Burnett, Chicago, will become Polaroid’s lead North American agency, taking over from Goodby, Silverstein & Partners (U.S.) and BBDO (Canada and Mexico). Dentsu, Tokyo, which has a 20-percent stake in B COM3, will handle business in Japan, taking over from Hakuhodo, also in Tokyo. Bartle Bogle Hegarty, London, of which B COM3 owns 49 percent, will continue as Polaroid’s agency in Europe. Starcom Worldwide, Chicago, will handle media planning and buying in every market except Japan, where those duties will be handled by Dentsu. U.S. media was previously at Creative Media, New York.
Haupt said Polaroid’s strong relationship with BBH and a desire to make inroads in Japan were key to B COM3’s acquisition the account.
A consolidation was expected [Adweek, April 17]. Reid, a former Burnett executive vice president, said in a release that the move from Goodby was spurred by a client conflict. Goodby handles global advertising for Hewlett Packard, which competes with Polaroid in the digital camera arena. Haupt said the win proves the separate units could “come together when necessary.” –with Justin M. Norton