J. Walter Thompson has pulled the full-service pounds 2 million Sun
Microsystems Computer business out of Rainey Kelly Campbell Roalfe and
Pattison Horswell Durden, adding the UK business to the rest of the
JWT originally picked up Sun’s global business in December 1994, after
Andersen and Lembke’s decision to resign the account after winning
Microsoft in August.
However, despite making a central decision from its San Francisco
headquarters, Sun also gave individual countries the option of using
agencies at a local level.
There was a UK pitch between Rainey Kelly, D’Arcy Masius Benton and
Bowles, Duckworth Finn Grubb Waters and TBWA. On the media side, PHD won
after a battle between Eurospace and the Media Centre.
The appointment of JWT comes as part of a global branding initiative by
Sun, which will be spending at least dollars 30 million internationally
in 1996. It also highlights a marketing shift from product-based work to
The agency will be working on national advertising for both its hardware
and software products. A new campaign will break in both the national
and computer press later this year.
Stephen Carter, JWT’s managing director, said: ‘Sun has some incredible
products and the will to make them successful. We will be producing the
great ads it deserves.’
Robert Campbell, the creative partner at Rainey Kelly, said: ‘We were
caretakers of the business in the UK and only ever held it temporarily
while the global account was being sorted out.’