SUN MICROSYSTEMS SELECTS TWO SHOPS FOR BRAND WORK

Incumbent JWT out as St. Luke's, Arnell Pick Up Assignment

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SAN FRANCISCO (AdAge.com) -- Sun Microsystems has handed its branding assignment to two agencies, St. Luke's, London, and Omnicom Group's Arnell Group, New York.

Scott Kraft, vice president of brand

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marketing and advertising, said the two shops are working together to create a new branding position for the company. Additionally, he said Wolfe/Doyle Advertising, San Francisco, will continue its work on an unspecified "low-cost initiative."

No agency of record
Mr. Kraft said the computer manufacturer has parted with WPP Group's J. Walter Thompson, San Francisco, as agency of record. "We continue to work with them but have no agency of record per se," he said.

A JWT spokesman confirmed the end of agency of record relationship. "It's been one hell of a ride; we wish them well," said Owen Dougherty, a JWT spokesman. JWT's remaining San Francisco clients include Pacific Gas & Electric Co. and credit-card provider Providian Financial.

Possible Super Bowl ad
Mr. Kraft had indicated earlier this year that he was searching for some fresh thinking and was entertaining input from a number of independent shops. Mr. Kraft did not indicate when the new work would be produced. One executive familiar with the situation, however, said Sun had been contemplating a Super Bowl ad.

According to TNS Media Intelligence/CMR, Sun spent $37.5 million in 2001 on measured media, but that figure decreased to $34 million last year. For the first six months of this year, Sun spent $7.2 million. Spending on corporate advertising hit $15.5 million in 2001, $13.3 million in 2002, and $3.8 million for the first six months of 2003.

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