Interpublic Group of Cos.' Initiative Media was the incumbent. StarLink won the account without a review.
Last month, Gateway selected sibling
The move to StarLink instead of Starcom avoids a conflict with the latter's Sun Microsystems business.
StarLink will handle broadcast and print media. Halogen Direct, also a division of Starcom MediaVest, will handle the direct advertising, and StarLink y Mas, a unit of StarLink, will handle multicultural media.
Poway, Calif.-based Gateway spent $145 million in measured media through November 2002, according to Taylor Nelson Sofres' CMR.