Starcom MediaVest grabs £70m global Sun media account

Starcom MediaVest Group has grabbed the £70 million consolidated global media assignment for Sun Microsystems after a four-way pitch.

SMG's US operation, Starcom, was awarded the business after a six-week review, which saw it line up against Carat USA, Initiative North America and Mediaedge:CIA New York. The pitch included presentations from each network's UK and European operations and separate pitch meetings in key territories.

The account, which spends £3 million annually in the UK, will be run from Starcom's Chicago office. The agency takes over the media business with immediate effect, starting with 2003 planning.

"Media is a critical differentiator in a competitive business environment,

Karen Becker, Sun Microsystems' director of global advertising and sponsorship, said.

"We wanted to leverage the strength of one media partner around the world.

First and foremost, the Starcom team is made up of big thinkers. They are very smart, insightful people who just happen to work in media."

The review came only a year after the appointment of Initiative to handle Sun's US broadcast planning and buying account, after the decision was made to consolidate this with the press business previously handled by J. Walter Thompson and Tonic.

"All of our research showed Sun to be well ahead of the competition with regard to both the net and networking of computers,

SMG's executive vice-president, Rishad Tobaccowala, who led the Starcom pitch, said.

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