When Sun Microsystems tapped Publicis Groupe’s Starcom Worldwide last week as its global partner, the media agency got a toehold into territory traditionally reserved for creative agencies.
The Starcom MediaVest Group unit adds global account management to its ongoing media planning and buying duties on the $100 million account. The agency will work on strategy and also schedule and coordinate commercial production for Sun around the world.
Aegis Group’s Carat, New York, formed a similar relationship with $600 million electronics marketer Philips two years ago; since then, other media shops have served as production coordinators between client and creatives on a project basis.
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