Polaroid Hosts Shootout

Goodby, BBH Offer Client Global Strategies
BOSTON–Its sales flagging, Polaroid Corp. is soliciting global branding strategies for a $130 million global ad account from its lead shops and may also look beyond its roster, sources said.
The company heard presentations on global strategy from its U.S. agency, Goodby, Silverstein & Partners, San Francisco, and its European shop, Bartle Bogle Hegarty, London, said Alison Corcoran, Polaroid’s vice president of marketing. The company will likely also talk to global agencies with packaged-goods expertise, sources said. Jerry Noonan, Polaroid’s new vice president of global marketing, could choose those shops, said sources. Noonan could not be reached.
Corcoran confirmed that the Cambridge, Mass.-based company is considering inviting other shops, but “we are not at that point yet,” she said. No other roster shops–including Arnold Communications in Boston, which handles some collateral ads–have been invited, she said.
The nature of the assignment is unclear, but sources said it could include part or all of the $55 million U.S. account as well as European duties.
One scenario, said sources, is that Polaroid could ask Goodby to execute campaigns using a worldwide positioning crafted by another shop.
Corcoran praised Goodby and BBH’s work as “outstanding.” Executives at Goodby, BBH and Arnold either declined comment or could not be reached.
Goodby’s next ads for Polaroid break in November, supporting the launch of a single-use instant camera called Pop Shots.
While Goodby’s “See what develops” ads have been highly praised, the client’s sales have continued to lag.