Sun Microsystems on Thursday begins its first sustained TV campaign, an effort created by interim agency Ingalls Moranville, San Francisco. John Loiacono, director of corporate communications and branding, said the work will give Ingalls no advantage over three other finalists in Sun's $60 million-to-$70 million review, Kirshenbaum Bond & Partners and Lowe
& Partners/SMS, both New York, and TBWA
Chiat/Day, Venice, Calif. "The bidding process will be a level playing field," he said. "No one has a leg up." Sun will pick an agency next month. The TV campaign, supported by print, will run in the top five U.S. markets and move later this month into Europe and Asia.
Copyright March 1997, Crain Communications Inc.