Initiative North America wins
Sun Microsystems' $100 mil acount

Published on .

Initiative Media North America won the estimated $100 million Sun Microsystems domestic media planning and buying account. Initiative Media Worldwide currently handles all planning and buying outside the U.S.

"Our unparalleled performance on this account over the past 18months ensured a commitment from Sun Microsystems to explore and move forward with our U.S. media service operation," said Lou Schultz, Initiative's chairman and CEO, in a statement. "We will continue to offer Sun our second-to-none expertise and resources -- and look forward to a long and prosperous partnership."

Lawrence (Larry) Orell, general manager of Initiative Media New York, will oversee the U.S. program from New York. Mr. Orell reports to Jim Bell, managing director, Initiative Media North America.

Copyright January 2001, Crain Communications Inc.

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