Initiative Withdraws From Sun’s $100 Million Media Consolidation

NEW YORK — Interpublic Group of Cos. Initiative Media North America has pulled out of Sun Microsystems $100 million global media consolidation, both companies confirmed.

Initiative has handled a piece of Sun’s business for four years. “We feel that we’ve done good work for them in the past, but their business seems to be moving in another direction, so we decided not to continue into the next round,” an Initiative source said, declining to elaborate on Sun’s apparently new course.

The remaining contenders vying for the Sun consolidated assignment are Aegis’ Carat and WPP’s Mediaedge:cia, both New York, as well as Bcom3’s Starcom, Chicago, said Karen Becker, director of global advertising and sponsorships for the Palo Alto, Calif.-based Sun.

Presentations will be held the week of April 15, with a decision expected immediately after as Sun wants to quickly prepare for its upfront negotiations.