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LifeClips Looks to N.Y. Agency

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Startup LifeClips has named Bartle Bogle Hegarty as its first advertising agency following an informal review.

The shop's office in New York was tapped based primarily on its creative reputation and strategic thinking, said LifeClips vice president of marketing Tim Palmer.

Another factor in the selection was the past experience several LifeClips executives have with BBH, Palmer said.

LifeClips' senior managers who worked with the agency while employed at Polaroid Corp., Cambridge, Mass., include president and CEO Brian Poggi, who served as senior vice president and general manager, North America, for Polaroid. Palmer was vice president and category general manager for consumer and business imaging at Polaroid.

LifeClips, based in Acton, Mass., has hired BBH to help it market a technology that converts standard video tapes to digital formats. LifeClips expects to launch its as-yet-unnamed product in the first half of next year.

"We need to find the most cost-effective way to reach our customers, and [BBH is] very good at doing that sort of thing," Palmer said.

While the budget has yet to be determined, BBH president Cindy Gallop described LifeClips as a "very important client" be-cause of the existing relationship and "strong emotional connection" with Poggi and Palmer.

While the scope of the work is being determined, BBH is conducting research and developing brand positioning and strategy to help launch the brand.

LifeClips is backed by technology development firm Sarnoff Corp. and St. Paul Venture Capital. The concept for the company was developed by founder and executive vice president Michael Goldstein while he was a consultant to Sarnoff in 1998-1999.

"Our challenge is to help build the brand from ground zero," said Gallop, adding that the goal is to position LifeClips as the leader in its category. Gallop is overseeing the account, which is being led on a day-to-day basis by account director Barney Robinson.

Gallop was involved in the initial pitch when BBH's London office won Polaroid's European business in 1994. "Equally, we thought that the LifeClips concept was exciting," Gallop said.

In the pitch, LifeClips did not ask potential agency partners to develop formal presentations, although the company did speak with several large and mid-sized agencies.