B COM3 has scored its first new-business coup since its formation
last month by picking up the dollars 150 million global Polaroid
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
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.