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Polaroid Adopts Global Focus

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BBH, Burnett Team vs. Goodby for Consolidated $150 Mil. Account
BOSTON--Polaroid Corp. is seeking to consolidate its $150 million global account. The client's European agency, Bartle Bogle Hegarty, has enlisted B Com3 sister shop Leo Burnett in an effort to wrest the U.S. assignment from Goodby, Silverstein & Partners, sources said.
Polaroid representative Skip Colcord confirmed the company was "re-evaluating how we allocate our advertising resources," though he downplayed an agency shootout.
"We're looking at ways we can fold in the substantial resources of Leo Burnett," he added.
San Francisco-based Goodby, despite its lack of an overseas network, is pitching alone and is banking on its award-winning creative to help it retain at least the domestic part of the account, sources said.
Officials at Goodby, BBH and Burnett declined comment.
This is not the first time Polaroid has considered a global account consolidation or the first time the two shops have squared off. In October 1998, the two roster shops presented global branding ideas but nothing came out of that exercise.
Goodby's "See what develops" campaign has been well-received creatively. But the agency is likely the dark horse in this consolidation, given certain developments.
With overseas markets accounting for a large portion of Polaroid's sales, Goodby's lack of global reach has been a concern for Polaroid management, which is looking to grow its business in Europe and the Pacific Rim, sources said.
In addition, Polaroid executives are also said to view Goodby's relationship with Hewlett-Packard as a growing conflict. Like HP, Polaroid makes and markets digital cameras. Another factor that could work against Goodby is turnover in Polaroid's marketing department, notably the departure of David Lucas, vice president of North America marketing, and the hiring of Daniel Reid, formerly an executive vice president at Leo Burnett, as director of worldwide brand development.
--with Justin Norton