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Polaroid confirmed that it is seeking an agency for its new instant digital printing technology—code-named Opal—slated to be rolled out in mall kiosks in U.S. test markets by year’s end.
“We’re in the initial stages of exploring potential ad-agency support,” said Skip Colcord, a representative of the Cambridge, Mass.-based imaging giant.
Colcord declined to elaborate on the review process, but said the Opal name will probably be changed before the rollout. Ads for the brand are expected to launch in 2003, he added.
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