INTERNATIONAL: Sun appoints Maverick for Canada PR

MARKHAM, ONTARIO: Technology group Sun Microsystems has selected Maverick PR as its agency of record in Canada to help raise the company's profile across the region.

Maverick, based in Toronto, replaces incumbent agency National PR.

The agency will concentrate on a remit to create brand awareness for Sun - better known in Silicon Valley - and increase the profile of the group's Canadian president Stephane Boisvert.

'Sun has great products, but no one knows what we've been doing in Canada,' said Boisvert.

'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,' he added.

Boisvert said that Canadians see Sun as a California company and is hoping to use PR to target businesspeople, spreading the message that the firm is global.

Maverick PR will initially focus on positioning recently appointed president Boisvert as a thought leader.

'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,' she added.

Maverick, which specialises in providing full service PR, adds Sun to a client list which includes Sharp Electronics of Canada and Excite Canada.

Sun launched a PR push in France at the end of last year to help position the firm away from being known purely for producing Unix servers, hiring Herald Communications (PRWeek, 4 October 2002).

Herald is running a strategic planning, corporate PR and product press relations campaign across the country to help promote Sun as a 'total solution provider'.

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