Ad Executions Down, but Dollars Kick in

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Tracey Stout's strategy at Sun Microsystems, more or less, is more and less. Ms. Stout, 41, director of worldwide advertising and sponsorships, has seen Sun's global ad budget triple to $100 million during the three years she has been at Sun. At the same time, she has sliced the number of annual ad executions in half.

Since Sun brought in New York-based Lowe & Partners/SMS as global shop two years ago, Ms. Stout has worked with the agency to focus advertising and bring personality to the brand.

She jumped to client side and Sun from Saatchi & Saatchi, San Francisco, where she ran the Hewlett-Packard Co. systems business. Ms. Stout earlier worked at three other agencies, including a long stint at BBDO Worldwide, New York.

It wasn't by choice that Ms. Stout first landed in tech while with Saatchi.

"I went kicking and screaming and quaking in my boots" when the agency shifted her to the H-P account, she recalls. "The whole category was completely foreign to me."

But the tech bug bit, and Ms. Stout has no intention of leaving an industry that, she notes, "is so fundamentally changing the world."

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