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LOS ANGELES — Sun Microsystems has launched a global media planning and buying consolidation review for its estimated $100 million business, according to the company’s global ad chief. Contending are Publicis and Cordiant’s Zenith Media; Aegis Group’s Carat; and WPP’s Mediaedge: CIA; all New York; and Interpublic Group of Cos.’ Initiative Media Worldwide, Los Angeles.
Initiative handles the Palo Alto, Calif.-based computer hardware and software manufacturer’s global media business and does national TV buying in the U.S.
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