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LOS ANGELES Sun Microsystems is looking to its two new agencies, the Arnell Group and St. Luke’s, to refine its image and make it more relevant to today’s marketplace, the client said.
Arnell, an Omnicom Group shop in New York, and St. Luke’s in London were tapped to handle global image work after the Santa Clara, Calif.-based client decided to move away from a lead agency model and instead assign projects to several different agencies. Sun had contacted a handful of agencies and asked for ideas on positioning and the “ways in which they would bring those ideas to life in advertising,” said client vice president of brand marketing and advertising Scott Kraft.
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