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