Is Polaroid Ready For Its Close-Up?

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Client seeks agency for broad image ideas on global account

By David Gianastasio

As Polaroid reaches out to agencies about its global ad account, industry experts say the 66-year-old brand has built up enough brand equity with consumers to stage a comeback. But they caution that while Polaroid may be a household name, the company, which emerged from bankruptcy a year ago, must move beyond instant photography into the digital age.

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