Sun to restructure global marketing arm

Sun Microsystems, the computer and computer-component vendor, is restructuring its global marketing divisions as part of plans to significantly cut spending.

The company is looking to reduce costs by up to $800m (£532m), due to weakening demand from consumers and businesses. It plans to cut 6,000 jobs globally, though it is still unclear if sales or marketing positions will be affected.

Sun has frozen recruitment, and is reducing its estimated $100m (£67m) media and marketing spend as part of the plans. No further details have yet emerged.

Gyro International handles advertising for Sun Microsystem, and media planning and buying is through Starcom.

A Sun spokeswoman says Gyro will “continue to work with Sun’s marketing teams to plan and develop integrated campaigns and programmes, including new product launches and strategic programmes.”

As part of the restructure, the company’s chief marketing officer, Anil Gadre, has been promoted to executive vice president of the Application Platform Software business, and will also be in charge of customer service.

The company has also split its marketing into two divisions – products and corporate. A Sun spokeswoman says: “Sun is aligning its marketing function to more effectively support its sales and product organisations.”

Sun’s executive vice president of global sales and services, Peter Ryan, will be responsible for product and technology marketing, alongside his international sales responsibilities. Senior vice president Ingrid Van Den Hoogen will lead the company’s corporate marketing.


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