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Sun to begin new worldwide ad campaign

Sun Microsystems will begin an advertising push in March and April based on its new tagline, "We Make the Net Work." The "entirely new ad campaign" will include ads in television and print, Chief Marketing Officer John Loiacono said Thursday at Sun's analyst conference. Since the 1980s, the company has used the term "The network is the computer," a phrase whose meaning company executives have joked they didn't understand at the beginning. The phrase seems more apt now, with the Internet embedded into the technology world and movements like Web services ordained to build the Internet into business processes.

Stephen Shankland Former Principal Writer
Stephen Shankland worked at CNET from 1998 to 2024 and wrote about processors, digital photography, AI, quantum computing, computer science, materials science, supercomputers, drones, browsers, 3D printing, USB, and new computing technology in general. He has a soft spot in his heart for standards groups and I/O interfaces. His first big scoop was about radioactive cat poop.
Expertise Processors, semiconductors, web browsers, quantum computing, supercomputers, AI, 3D printing, drones, computer science, physics, programming, materials science, USB, UWB, Android, digital photography, science. Credentials
  • Shankland covered the tech industry for more than 25 years and was a science writer for five years before that. He has deep expertise in microprocessors, digital photography, computer hardware and software, internet standards, web technology, and more.
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Stephen Shankland
Sun Microsystems will begin an advertising push in March and April based on its new tagline, "We Make the Net Work." The "entirely new ad campaign" will include ads in television and print, Chief Marketing Officer John Loiacono said Thursday at Sun's analyst conference.

Since the 1980s, the company has used the term "The network is the computer," a phrase whose meaning company executives have joked they didn't understand at the beginning. The phrase seems more apt now, with the Internet embedded into the technology world and movements like Web services ordained to build the Internet into business processes.