Sun Seeks Single Global Media Shop

21 February 2002

Seeking to consolidate its $100 million global media duties, computer hardware firm Sun Microsystems has invited a number of agencies to take part in a review.

In the running are Initiative Media Worldwide in Los Angeles plus New York trio Zenith Media, Carat and Mediaedge: CIA. The business is currently divided between Initiative (US national TV buying and international media duties) and creative incumbent JWT&Tonic in San Francisco (print planning and buying).

“We are looking for global strength and agencies who have demonstrated the ability to think of media innovatively,” declared Sun’s director of global advertising and sponsorship Karen Becker. “And especially in this economic environment, clout means everything.”

The triumphant agency will, it is thought, be announced by mid-April.

Data sourced from: (USA); additional content by WARC staff