B COM3 scores first global account win with Polaroid coup

LONDON - BCOM3 has scored its first new-business coup since its formation last month by picking up the dollars 150 million global Polaroid account.

B COM3 has scored its first new-business coup since its formation

last month by picking up the dollars 150 million global Polaroid

account.

Under the arrangement, Bartle Bogle Hegarty, Polaroid’s European

incumbent, will drive creative from both its US and London offices.

BBH’s 49 per cent owner, Leo Burnett, will handle the business in the

US, and Burnetts’ B COM3 partner, Dentsu, will take charge in Japan.

This arrangement would also mean a global consolidation of media into

Starcom in all territories except Japan, where Dentsu will handle the

media business.

Polaroid’s move, which was being finalised as Campaign went to press,

stems from the fact that it wanted to consolidate all its global

business under one agency. The problem was that neither of its

incumbents, BBH in Europe and Goodby Silverstein & Partners in the US,

had a global network.

However, BBH’s ability to call upon Burnetts and its B COM3 bedfellows

appears to have solved the problem.

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