Polaroid Taps Goodby for Kids Products
BOSTON–Polaroid Corp. has assigned worldwide creative and media planning duties for its kids products to Goodby, Silverstein & Partners, San Francisco, one of its lead agencies. Goodby is slated to launch a global campaign in the U.S. in the third quarter introducing Polaroid I-Zone products, which mark the client’s entry into developing and marketing instant-imaging products for children. Separately, the Cambridge, Mass.-based company is expected to name Paul Alexander director of global advertising, a new position. The Procter & Gamble ad services executive will likely join Polaroid March 1 and oversee its relationship with Goodby and the company’s other lead agency, Bartle Bogle Hegarty in London, said corporate vice president Sandy Lawrence. Alexander could not be reached.
Bozell Breaks New Taylor Made Campaign
LOS ANGELES–Bozell Worldwide’s Costa Mesa, Calif., office last week broke a new TV and print campaign for Carlsbad, Calif., golf club maker Taylor Made’s new FireSoul weighted woods and clubs. Spending is undisclosed. The five spots, featuring pros Mark O’Meara, Tom Lehman and others, mix footage of their tournament wins with shots of them using the clubs. The spots will air during PGA telecasts. The tag remains “Find your game.” Print ads appear in golf and business magazines.
Reviews Roundup … 3 Western Shops in Gart
Gart Sports Co., Denver, has two lists of five contenders contending separately for its $8-10 million media buying account and a broadcast creative project, company officials said. Media contenders are incumbent Reich Communications, Lakewood, Colo.; Carat ICG, Los Angeles; TBS Media Management, New York; and the San Diego offices of Western International Media and Media That Works. Broadcast contenders are Pasadena Advertising, Pasadena, Calif.; Henry Gill Agency, Denver; Fogarty Klein & Partners, Houston; Leo Burnett, Chicago; and Schupp Co., St. Louis. Both lists are expected to be narrowed to two finalists this week before presentations, officials said. Westfield Shopping Centers, Los Angeles, awarded its estimated $5 million account to DDB Needham, also in Los Angeles, after a review that included finalists B.D. Fox & Friends, Santa Monica, Calif., and incumbent Foote, Cone & Belding, Los Angeles. SunAmerica, Los Angeles, has named the finalists in its $10-12 million review. They are: Ammirati Puris Lintas, New York, Deutsch/LA, Marina del Rey, Calif., incumbent Asher & Partners, Los Angeles, and Wieden & Kennedy, Portland, Ore. A decision is expected in March, according to Select Resources International, the Los Angeles consultancy handling the search. Finalists have also been named in the SRI review for Collagen Aesthetics’ estimated $2 million test project. Bozell/Seattle, Amazon Advertising, San Francisco, and Wiley & Associates, Westlake Village, Calif., are the shops competing for the Palo Alto, Calif.-based collagen injection beauty product marketer’s assignment. A decision is expected by mid-March.