BBDO AWAITS POLAROID DECISION
By Adnews Staff
Polaroid Canada is staying with Toronto-based BBDO Canada for now but will be evaluating its needs over the next couple of months, marketing services manager Jeanette Nutter told Adnews yesterday. The company will decide by the end of the year whether it will stay with BBDO or use a Canadian affiliate of the U.S. parent's agency. Polaroid in the U.S. recently hired Goodby, Silverstein & Partners of San Francisco to create a TV and print campaign to be launched next year. This is a try-out for Goodby; Polaroid says it will make a full-time agency selection by next June. Goodby won the Polaroid assignment after a two-month review in which the agency competed against Leonard Monahan of Providence, Rhode Island. BBDO Worldwide, which is based in New York, resigned from the Polaroid account earlier this year in order to compete for Eastman Kodak's worldwide corporate advertising, an assignment that was eventually won by New York-based Ogilvy & Mather Worldwide. Polaroid Canada is launching a TV campaign next month with the theme "Polaroid, right before your eyes."