B Com3: 'We're Walking the Talk' With Polaroid Win

B Com3 began put-ting its pitch together for Polaroid’s consolidated global account shortly after the company was formed in March.
“When it came together, Dan [Polaroid’s vice president of global marketing, Dan Reid] called me and said they had been thinking about the need to consolidate,” said B Com3 CEO Roger Haupt. “He asked if there was a way [we] could be a part of that.”
Following a review of Polaroid’s $100-150 million account involving its roster agencies, the Chicago holding company notched a win that is an early validation of why it was set up.
Leo Burnett, Chicago, will become Polaroid’s lead North American shop, taking over from Goodby, Silverstein & Partners (U.S.),