Polaroid Corp. is seeking to consolidate its $150 million global ad account. The client's European agency, Bartle Bogle Hegarty, London, has enlisted Chicago-based B Com3 sister shop Leo Burnett in an effort to wrest the U.S. portion of the 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.
Goodby, San Francisco, 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 BBH and Goodby have squared off. In October 1998, the two roster shops presented global branding ideas but nothing came out of that excercise.
Goodby's "See what develops" campaign has been well-received in creative circles. However, the agency is likely the dark horse in this consolidation. With overseas markets accounting for a large portion of Polaroid's sales, Goodby's lack of global reach has also 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 H-P, Polaroid makes and markets digital cameras.
--with Justin M. Norto