"Conservatively estimated" by the agency at $10 million, the budget was contested in a three-way pitch against WPP Group's J. Walter Thompson Co. and Bcom3 Group's D'Arcy Masius Benton & Bowles.
"All due credit must be given to the other agencies. They put up a very good fight and perhaps we were a little lucky as the client felt more comfortable with our thinking, our style and our approach to their business," says Gosh! CEO Theodore (Ted) Choo.
Mr. Choo was formerly the regional account director for Sun Microsystems at what is now Interpublic Group of Cos.' Lowe Lintas & Partners Worldwide. Gosh! was formed Sept. 1, soon after the Lowe Lintas merger impacted former existing Interpublic agencies Lowe Monsoon and Ammirati Puris Lintas in Singapore.
Last October, Sun Microsystems moves its advertising in most markets from Lowe Lintas & Partners Worldwide to WPP Group's J. Walter Thompson Co., New York, and JWT's sibling agency Tonic 360, San Francisco.
Celestine Tan, director field marketing for Sun Microsystems Asia South, says of Gosh!: "We like their take-charge attitude and their willingness to listen to our needs."
Vincent Lee, partner and executive creative director at Gosh!, says the agency will strive for advertising that will "encourage the customer to think and act boldly in the new economy."
Singapore-based Gosh! will be working with associate agencies across the region. Current clients include: TARA home, Schlumberger, SingTel Retail, beenz.com and Dupont.
Copyright February 2001, Crain Communications Inc.