Fallon or JWT to Push Sun as Software Player

The winner of the shootout between Fallon and incumbent JWT & Tonic for Sun Microsystems’ creative “project” will be charged with creating a fall campaign that positions Sun as a direct competitor to software giants such as Microsoft and IBM, sources said.

The Santa Clara, Calif.-based advertiser, which spends $100 million globally, sent a strategic brief to agencies saying it wants to launch an “aggressive” ad campaign to tell consumers that Sun makes more than computer servers, that “they sell software and business solutions,” a source said.