Polaroid Seeks Shop for ‘Opal’ Project

BOSTON—Polaroid is seeking an agency for its new instant digital printing technology—code-named Opal—which is 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,” a representative of the Cambridge, Mass., company said. Sources said agencies have begun talking to Polaroid about fashioning introductory creative. The budget has not been finalized, but one source pegged the initial outlay at $7-10 million. Lead Polaroid agency Leo Burnett, Chicago, is also being considered for Opal, sources said.

Consultant Takes Global Post With McDonald’s

CHICAGO—McDonald’s hired brand consultant Larry Light to the newly created post of global chief marketing officer, responsible for McDonald’s global marketing strategy and overall brand development. Light, through his consultancy Arcature, has worked with McDonald’s executives for several years. Last month, Bill Lamar was named svp, U.S. marketing, overseeing all aspects of national marketing for McDonald’s. A report from Salomon Smith Barney indicates the chain is planning a fourth-quarter marketing push that will up spending by $100 million.

CMF&Z Slashes Staff, Ponders Future

CHICAGO—CMF&Z has cut 15 positions, or nearly 40 percent of its staff, leaving the agency with 25 employees, said Sean Bisceglia, CEO of 3i, a business-to-business holding company that bought the Des Moines, Iowa, agency in January. Bisceglia blamed the cuts on debts the agency had prior to its purchase and a continued depressed advertising market. The holding company will be working on a restructuring plan for the agency, he said.

Nascar in Talks With 2 Outside Agencies

CHICAGO—Nascar executives are looking at two other undisclosed agencies for creative concepts on its estimated $25-35 million account, a Nascar representative confirmed. Incumbent Young & Rubicam was also invited to pitch creative, the representative said. “We just wanted to see what other options were out there,” the representative said, who declined to provide further details. Y&R bowed its first campaign in February 2001 with the tagline, “How bad have you got it?”

Ben & Jerry’s Contenders Start to Emerge

BOSTON—Ben & Jerry’s is mulling at least four contenders in the review for its $5-10 million account, sources said. Pitching are Cliff Freeman and Partners and Bozell, both of New York, Crispin Porter + Bogusky, Miami, and incumbent Fitch, Ann Arbor, Mich., according to sources. Another incumbent, Black Rocket Euro RSCG, San Francisco, which was expected to participate, and one additional undisclosed shop may also be pitching, sources said. The South Burlington, Vt., client could not be reached. Consultants with New York’s AAR Group, which is running the review, declined comment.

For the Record

A story on page 5 of Adweek’s Sept. 2 issue failed to give the title of Roger Baron’s book. It is Advertising Media Planning.