Polaroid’s Shootout

Client Is Shopping A Global Assignment
BOSTON–Its sales flagging, Polaroid Corp. is soliciting global branding strategies on its $130 million global ad account from its lead shops and also may look beyond its roster, sources said.
The Cambridge, Mass.-based client heard presentations on how Polaroid can take a global approach from U.S. agency Goodby, Silverstein & Partners, San Francisco, and Bartle Bogle Hegarty, London, which handles the client in Europe, said Alison Corcoran, Polaroid’s vice president of marketing.
Polaroid will likely also talk to global agencies with packaged-goods expertise, sources said. Jerry Noonan, Polaroid’s new vice president of global marketing, could draw up that list, said sources. Noonan could not be reached.
Corcoran confirmed that Polaroid 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 eventually 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 round of ads for Polaroid will break in November and support 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. Polaroid’s worldwide third quarter sales dropped 13 percent to $449 million. Domestic sales were flat.