Polaroid Reaches Out to Agencies

BOSTON Polaroid has begun contacting agencies about its global advertising account.

Polaroid has asked “a select group of agencies for information on an invitation only basis,” said Polaroid representative Skip Colcord. He said the solicitation is linked to “a periodic review of all our advertising,” but he declined to elaborate beyond adding: “We’re looking at everything.”

Publicis Groupe’s Leo Burnett and Starcom, both in Chicago, added Polaroid’s global ad account in May 2000, handling creative and media chores, respectively. At the time, global ad spending by the client was estimated at $150 million, with $50 million being spent on domestic ads, per TNS Media Intelligence/CMR.

Ad spending has fallen drastically since, with Polaroid, which emerged from bankruptcy last July, spending $15 million in 2002 after spending $30 million in 2002, per TNS/CMR. Current global figures were not immediately available, though the client in the past has routinely spent as much, or more, on ads overseas as it has in the U.S.

—with Trevor Jensen