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dow jones

Jan. 11, 2010


Atomic PR has picked up the Polaroid business and is charged with handling the rebirth of the instant photography company for the digital age.

Lady Gaga
Lady Gaga at the Consumer Electronics show last week.

Atomic co-founder Andy Getsey told O'Dwyer's that Polaroid is a "large scale program" including strategy, messaging/positioning, social media, celebrity tie-in, massive media blitz, events and video.

He declined to give the size of budget said it is "among Atomic's largest budgets to date."  The San Francisco-based shop recently snared the Intuit business.

Atomic's Polaroid program kicked off at last week's Consumer Electronic Show with news that singer/songwriter Lady Gaga ("Paparazzi" "Just Dance" and "Poker Face") is to serve as creative director for a new line of Polaroid specialty imaging products to launch this year.  Lady Gaga sold more than eight million copies of her debut album, "The Fame" and more than 35M singles.

At the Las Vegas show, Polaroid also demonstrated an array of digital products at CES along with return of its classic but updated "Polaroid OneStep" film camera.

Getsey says he's juiced about working for a "cultural icon like Polaroid" and having a "hand in creating the next chapter in its future."

Jon Pollock, COO at Polaroid, says the company picked Atomic for its "track record in bringing aggressive start-up style energy to sizable brands."

PLR IP Holdings is the owner of the Polaroid brand.

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