And Why Not?
Sun Microsystems
Delwyn Swingewood
Silicon Valley stalwart Sun Microsystems may not be the biggest company in the computing world but it certainly wants to make a noise with its current global campaign. Scott Kraft, Sun's marketing and advertising supremo, talked to Delwyn Swingewood.
Before the dotcom bubble burst, Sun billed itself as the 'dot in dotcom'. Today, the US$12.4 billion company is struggling to turn itself around with the help of its 'Why Not?' global advertising campaign, created by J Walter Thompson. Sun reputedly spends US$100 million on global advertising and the push features questions...