Sun drops Lowe for Gosh on South Asia brief

<p>SINGAPORE: Sun Microsystems has bucked the trend towards </p><p>international alignments, awarding its South Asia account to independent </p><p>agency Gosh! Advertising. </p><p><BR><BR> </p><p>The business was previously handled by Lowe Lintas & Partners, which </p><p>lost the account in the US to Tonic 360, J. Walter Thompson's creative </p><p>hot-shop. When this happened, the account came up for pitch in </p><p>Singapore. </p><p><BR><BR> </p><p>Celestine Tan, south Asia director of field marketing at Sun </p><p>Microsystems, said Gosh had been invited to pitch partly because </p><p>Theodore Choo, the agency's chief executive, was previously regional </p><p>account director at Lowe Lintas and had worked on the account for three </p><p>years. "Sun Microsystems competes against larger companies, such as IBM, </p><p>which have so much money to spend," Tan said. "We have to do tactical </p><p>campaigns that get our message across and do it in a noisy environment." </p><p><BR><BR> </p>