Sun Microsystems has awarded its estimated $100 million US media planning and buying account to Initiative Media North America, the incumbent on its overseas business.

Crowed Initiative chairman/ceo Lou Schultz: “Our unparalleled performance on this account over the past 18 months ensured a commitment from Sun Microsystems to explore and move forward with our US media service operation”.

In charge of the account will be Lawrence Orell, general manager of Initiative Media New York.

News source: Advertising Age - Daily Deadline