Polaroid Adopts Global Focus

BBH, Burnett Team vs. Goodby for Consolidated $150 Mil. Account
BOSTON–Polaroid Corp. is seeking to consolidate its $150 million global account. The client’s European agency, Bartle Bogle Hegarty, has enlisted B Com3 sister shop Leo Burnett in an effort to wrest the U.S. 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.
San Francisco-based Goodby, 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.