B COM3 SNAPS UP POLAROID
By Adnews Staff
Polaroid Corporation of Cambridge, Massachusetts has awarded its $100 million global advertising account to several units within the Chicago-based B Com3 Group of companies. Leo Burnett Worldwide of Chicago becomes the lead global agency on the account, replacing Polaroid's U.S. agency-of-record Goodby, Silverstein & Partners of San Francisco. Daniel Reid, Polaroid vice president and director of worldwide brand development, said a client conflict at Goodby lead to the decision to consolidate advertising under the Leo Burnett banner. Elsewhere, Leo Burnett takes over from BBDO the account's business in both Canada and Mexico. In Japan, Dentsu, Inc. replaces Hakuhodo, Inc. on the account. Tokyo-based Dentsu holds a minority stake in the recently formed B Com3 Group. Bartle Bogle Hegarty of London will continue to handle advertising for Polaroid in the European market. On the media side, Starcom Worldwide of Chicago picks up media planning and buying responsibilities for Polaroid everywhere except for Japan, where Dentsu will handle the media account.