Initiative's Sun Win Boosts Lowe

Initiative Media North America’s win of Sun Micro systems’ $100 million-plus global media account last week also helped Lowe Lintas & Partners.

To avoid a conflict, an estimated $40-50 million in Dell Computer buying duties formerly at Initiative was moved to Lowe, a sister Interpublic Group shop. Both accounts will be handled by the agencies’ New York offices.

Executives from The Lowe Group and Interpublic helped engineer the shift, which takes some of the bite out of Lowe’s loss of creative and media duties on Sun to the team of J.