NEW YORK (AdAge.com) -- Sun Microsystems today said it tapped Grey Direct/Beyond Interactive as agency of record for online creative, media buying and planning following a lengthy review.
The San Francisco-based
Grey Global Group unit will work on building an integrated program that links Sun's backend customer databases and more current information it receives from customer feedback with the marketer's media partners. The program will allow Sun, a provider of Internet network hardware, software and services, to keep up-to-date with its customers to anticipate their needs.
The program will supplement what Sun is already doing in the online arena with e-mail marketing, banner advertising, search engine keywords and database marketing. Sun is looking to build retention programs that are tailored to each customer, said Scott Anderson, director of e-marketing and Web publishing for Sun.
The budget was not disclosed.
WPP Group's Group's Tonic 360 had been Sun's interactive agency of record.
Tonic 360, Aegis Group's Carat Interactive, San Francisco, and Bcom3 Group shops Starcom IP and Novo/Giant Step, Chicago, participated in the review.