Sun Microsystems Reviews Interactive Account

NEW YORK — Sun Microsystems has put the interactive portion of its account in review, the client confirmed Friday.

Interactive agencies returning the RFP this week are Carat Interactive; SF Interactive; the team of Bcom3 siblings Starcom IP and Novo/Giant Step; and the duo of Grey Interactive and Beyond Interactive, both Grey Global Group shops, according to Scott Anderson, director of e-marketing and Web publications at Sun.

Interactive incumbent JWT & Tonic is defending with the help of J. Walter Thompson’s interactive arm, digital@jwt. The San Francisco shop also handles Sun’s traditional advertising account, which is unaffected.

“JWT & Tonic has really served us well,” said Anderson. “We want to extend beyond advertising, though. We want customer-driven activities, rather than product-driven campaigns.”

The Palo Alto, Calif., tech giant is looking for a shop with expertise in database management, customer relationship management and online branding. Interactive responsibilities will encompass search-word placement, e-newsletter sponsorships, banner advertising and online product campaigns, said Anderson.

In April, Sun awarded its $100 million global media buying and planning account to Starcom in Chicago following a review. The budget for the interactive account was not disclosed; according to CMR, Sun Microsystems spent nearly $40 million in U.S. measured media last year.