By John Spooner
BOSTON--Freeman Associates in Wellesley, Mass., has quietly been working with Sun Microsystems' JavaSoft unit, to help build its '100 percent pure Java' marketing program by planning, buying and placing ads.
The first phase of the JavaSoft program--on-line and broadcast ads, created by J. Walter Thompson in San Francisco--broke late last month exclusively on Ziff-Davis' MSNBC show The Site and ZDNet. A print component breaks this week.
Freeman Associates is scheduled to kick off phase two of the campaign next month with co-op advertising in Ziff-Davis magazine sections sponsored by JavaSoft. Any software company writing applications in Java is eligible to participate in the program and would then be able to use JavaSoft's '100 Percent Pure Java' logo, in a similar way to how the 'Intel Inside' program works.
Advertising partners will be able to place ads in special Ziff-Davis magazine sections at reduced rates.
The intent is to bring more companies besides some of JavaSoft's large partners, such as Corel Corp. in Ottawa, Ontario, into the program, to 'help them market and get behind pure Java versus other strains such as Microsoft's Active X,' said Ellen Freeman, president of the agency.
JavaSoft is still lining up partners but some companies such as Corel have confirmed they are on board.
'The exciting thing about this (campaign) is that we've worked out with Ziff-Davis advertising opportunities for small companies they couldn't possibly afford on their own,' Freeman explained.
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