Polaroid Corp. has developed a job title to rival "Webmaster" for sheer pretentiousness.
"Brand champion" is the title Polaroid will likely bestow upon an executive it will hire to shepherd global advertising efforts into the next millennium, said Jerry Noonan, the company's director of worldwide marketing, who is leading the search. Polaroid is evaluating "a couple" of candidates from outside the company but is in no hurry to bring anyone on board, he added.
Noonan recently heard global branding presentations from Polaroid lead agencies Goodby, Silverstein & Partners in San Francisco and Bartle Bogle Hegarty in London.
Noonan was reluctant to use the word "review" but said a marketing-driven repositioning of the company from a "serious" technology provider to a maker of "social tools" is likely to take place once the brand champion is crowned.
--David Gianatasio and Jane Irene Kelly