Startup LifeClips has named Bartle Bogle Hegarty its first advertising agency following an informal review.
The New York shop bested several large and midsize Boston agencies. The budget is undetermined.
BBH was tapped primarily for its creative reputation and strategic thinking, said LifeClips vp of marketing Tim Palmer. Another factor was the experience several LifeClips executives have with BBH, Palmer said.
The LifeClips senior managers who worked with BBH while em-ployed at Polaroid Europe in London include president and CEO Brian Poggi, who was vp and general manager at Polaroid Europe, and Palmer, who was director of marketing there.
LifeClips in Acton, Mass., has hired BBH to help it market a technology that converts standard videotapes 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," said Palmer.
BBH president Cindy Gallop said LifeClips is a "very important client" due to the existing relationship and "strong emotional connection" with Poggi and Palmer.
BBH is conducting research and developing brand positioning and strategy for the client. "Our challenge is to help build the brand from ground zero," said Gallop, adding that the goal is to position LifeClips as its category's leader. She is overseeing the account, which is led on a daily basis by account director Barney Robinson.
Gallop helped on the pitch when BBH's London headquarters won Po-laroid's European business in 1994.