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Global Assignment Estimated at $60 Million

By Published on .

NEW YORK (AdAge.com) -- Sun Microsystems awarded its global media buying and planning business to Bcom3 Group's Starcom, Chicago, the agency said.

Starcom beat out several shops for the global media business, including incumbent Interpublic Group of Cos.' Initiative Media, Aegis Group's Carat and WPP Group's Mediaedge:cia.

The assignment, according to an executive with knowledge of Sun Microsystems' media account, is worth an estimated $60 million. A spokeswoman at Sun would not disclose spending figures.

According to

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Taylor Nelson Sofres' CMR, the Palo Alto, Calif.-based Web software and services marketer spent $37 million on measured media in the U.S. last year.

Sun Microsystems has been touting a new brand theme, "We make the Net work," in a global ad campaign that broke April 15. WPP Group's J. Walter Thompson/Tonic, San Francisco, handles.

The campaign marks a return to broadcast advertising for Sun after a two-year absence. It features fast-paced computer-animated TV spots running in prime time and on cable. Print ads broke April 18 in The Wall Street Journal, followed by business and trade publications. Outdoor ads break outside the U.S. during the first week of May. Online marketing follows later.

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