Starcom USA Is the Incumbent

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SAN FRANCISCO ( -- Sun Microsystems has put the media portion of its advertising account into review, according to executives familiar with the situation.
Sun's media work has gone into review.

Publicis Groupe's Starcom USA, Chicago, is the incumbent on the account. The media agency confirmed the account was in review. The agency said it is "committed to retaining the business."

Select Resources
Select Resources International, Santa Monica, Calif., is the consultant conducting the review.

A decision is expected in May.

Calls to the marketer were not returned by press time.

Sun spent $11.7 million in measured media for 2003, and $6.4 million for the first 10 months of 2004, down from spending highs of as much as $50 million during the dot-com boom, according to TNS Media Intelligence.

Spending increases
According to the marketer's request for proposals, sun is increasing its spending to $20 million. Sun's fortunes have begun to turn around in recent months with its move into grid computing; a launch of a new operating system, Solaris 10; and the marketing to new customers such as financial institutions. It is also launching a new line of computer chips.

Sun Microsystems, based in Menalo Park, Calif., earlier this month selected independent agency Butler, Shine, Stern & Partners of Sausalito, Calif., to handle the creative for its ad account following a three-month review.

Select Resources also handled the creative portion of the review.

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James B. Arndorfer contributed to this report.

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