Sun Microsystems is reviewing its $60 million-to-$70 million global account, signaling a move to get more aggressive in pushing its Java and network computing technologies. Sun's agency since 1994, J. Walter Thompson, San Francisco, has been invited to participate. Select Resources International, Los Angeles, is managing the review, expected to be completed in the first quarter. John Loiacono, director of branding and corporate communications, said Sun is putting a heavy emphasis on creativity but also wants to make sure Sun is "getting the most bang for the buck." TV expertise is important in the review, with interactive expertise a lower priority, he said.
Copyright December 1996, Crain Communications Inc.