Initiative Media has scooped the multi-million pound global media
planning and buying account for Sun Microsystems and has launched a
specialist agency to handle its portfolio of technology clients.
The new agency, which will operate as a separate unit, is called
Initiative.com and launches with pounds 15 million of new business in
the UK. It will share research and resources with the main agency and
there are plans to roll the new brand out globally.
The operation will be headed by Initiative’s communication planning
director, Simon Foster, who has responsibility for developing the
com brand, growing its business base and driving awareness of the
Foster, who also continues with his communications role at the main
agency, will be joined by Ian Rotherham, who moves from his position as
media planning manager at Initiative to take a similar role at the new
Jeffrey Merrihue, Initiative’s UK chief executive and head of Europe,
described the launch as the first major evolution of Initiative Media in
the UK since it was formed.
The new division will handle all communications requirements for IT
clients, and will not simply be a new-media planning and buying agency.
It is in the process of recruiting media staff with specialist IT
The Sun Microsystems coup is Initiative.com’s biggest win to date.
Initiative won the global account this week and the UK portion,
previously handled by New PHD, will go straight into the new agency.
The account will sit alongside new-business wins from Mannesmann VDO,
the German engineering company, and from Cisco Systems, the US computer