JWT on alert as Sun Microsystems holds talks with agencies

The IT giant Sun Microsystems is holding talks with London agencies as it considers a review of its creative advertising account, worth £5 million in the UK.

The company is said to be looking to reposition itself as a more consumer-based brand, moving away from its current image as a business-to-business technology supplier.

J. Walter Thompson retained its position on Sun's £70 million global business in September last year after winning a pitch against rivals Leagas Delaney and Fallon. The victory was linked to the computer company's desire to run a global campaign comprised of TV, poster and press elements.

The talks are at an early stage and it is not yet clear if Sun is looking at a global or domestic review. The Sun global account is run out of JWT's San Francisco office.

Scott Kraft, the vice-president of brand marketing and advertising, admitted the agency talks but denied there would be a review.

it won last April after a four-way pitch against Carat USA, Initiative North America and Mediaedge:CIA New York. Media is not thought to be effected by the review.

Sun currently competes in the market place with IT heavy weights such as IBM and Hewlett-Packard.