NEW YORK: Polaroid has selected Atomic PR as its AOR to help the company tell its business story and reposition itself as a lifestyle brand. The six-figure account was won following a competitive pitch, said Jon Pollock, SVP and chief operating officer for Polaroid. The iconic brand plans to reposition itself as being primarily in the licensing and trademark business, rather than a traditional buy-and-sell company.
The team will also promote several new product releases, including Polaroid's plans to relaunch instant film later this year. It will focus its PR efforts on the business, trade, and technology press, as well as new media and consumer outlets to reach younger consumers. Pollock said Weber Shandwick was the company's most recent PR agency.