Polaroid Incumbent Won’t Mount Defense

CHICAGO Creative incumbent Leo Burnett will not defend in the review for Polaroid’s global advertising account, according to a statement issued by the Publicis Groupe agency.

“We’re very proud of our accomplishments on Polaroid’s behalf and continue to deeply value our partnership, forged during the most challenging of circumstances and times,” according to the statement. “To see Polaroid emerge victorious from bankruptcy, and to have had a hand in their success, is extremely gratifying for our agency.”

The Chicago-based agency asserted that its work has helped the company surpass its business objectives.

A representative for Polaroid in Waltham, Mass., offered no comment.

Media duties are currently at Burnett sister shop Starcom. A Polaroid representative had previously said that all aspects of the company’s marketing are being evaluated, with a “select-group of agencies” asked for capabilities information [Adweek Online, July 3]. The search will likely conclude by summer’s end.

Polaroid spent $15 million on domestic ads in 2002, according to TNS Media Intelligence/CMR.