Polaroid in realignment with BCom3
<p>Polaroid Corporation has granted its global US$100 million </p><p>advertising business to the BCom3 group of agencies. </p><p><BR><BR> </p><p>Leo Burnett Worldwide has replaced San Francisco-based Goodby, </p><p>Silverstein & Partners as the agency of record in the US. </p><p><BR><BR> </p><p>Starcom now takes charge of Polaroid's media planning and buying </p><p>business in all parts of the world except Japan. </p><p><BR><BR> </p><p>Dentsu takes the account from Hakuhodo in Japan and the BCom3 majority </p><p>shareholder will handle media planning and buying. </p><p><BR><BR> </p><p>Burnett succeeds the Polaroid business from Omnicom's BBDO in both </p><p>Canada and Mexico. </p><p><BR><BR> </p><p>In Europe, BBH continues to take on the Polaroid business since it </p><p>handled the account in 1994. </p><p><BR><BR> </p><p>"We look forward to cultivating a strong relationship with each of the </p><p>agency teams and to developing an effective positioning for the Polaroid </p><p>brand," said Polaroid VP and worldwide brand development director Daniel </p><p>S Reid. </p><p><BR><BR> </p>