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BtoB

Sun Microsystems taps Tonic 360

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Palo Alto, Calif.--Sun Microsystems Inc. said it has selected J. Walter Thompson Co.'s Tonic 360 unit as its leading advertising agency. The move is significant because Sun is a major force in b-to-b advertising, spending millions to market its enterprise-level servers to corporations. Tonic 360 has been serving as Sun's primary advertising agency for Internet and e-mail advertising for the past two years. By selecting it as the lead, Sun signals its confidence that interactive advertising start-ups are ready for leadership positions in print and broadcast advertising as well.
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