MARKHAM, ONTARIO: Sun Microsystems has selected Maverick PR as its new agency of record in Canada to help raise the company's profile up North.
"Sun has great products, but no one knows what we've been doing in Canada," said Stephane Boisvert, president of Sun Microsystems Canada. "I want to bring the personality of this company to the marketplace. I want to take our latest wins and elevate our image - create some brand awareness."
Many Canadians know about Sun, but think of it as a California company, Boisvert added. He wants businesspeople to see Sun as global, as well as what it can do for their businesses.
Maverick PR, based in Toronto, will initially focus on positioning Boisvert as a thought leader, as he just recently became president.
"Priority number one is focusing on him," said Maverick president Julie Rusciolelli. "I also want to focus on what Sun will be doing in Canada. I want to create a thought-leadership platform. We want to provide insight where we can about what Sun has to offer, and to be as vocal as we can."
Maverick won the job because of its energy, and because it came in with a detailed PR plan before meeting with Sun.
"They took the leadership to take a thorough look at us, and came in with a plan without having to talk to us," said Boisvert.
Sun previously worked with National PR in Canada.