Luckless defender Titus Bramble's 15th minute own goal was the difference between the sides until Amr Zaki struck to claim his fifth goal of the season.
Earlier Zaki had hit the post and Sunderland keeper Craig Gordon pulled off a brilliant save to deny Maynor Figueroa and it looked like being a frustrating afternoon for the Latics, who finished the game minus midfielder Lee Cattermole who was sent off after collecting two bookings.
Bruce stuck with an unchanged starting line-up after the 5-0 win at Hull last time out, while Keane gave debuts to ex-West Ham men Anton Ferdinand and George McCartney.
A frantic opening saw few chances created until Sunderland snatched the lead after 15 minutes when Bramble headed Steed Malbranque's well-delivered cross past Chris Kirkland.
Just before that, the visitors had threatened when Kieran Richardson was allowed to race into the area and his shot was kept out at the near post by the Wigan keeper.
Emmerson Boyce went close as Wigan hunted the equaliser but he sliced just wide of the target and another chance went begging when Kevin Kilbane failed to connect after being presented with a clear sight of goal.
Sunderland survived again when Kilbane drilled in a corner but Zaki and Bramble both failed to get a head to it.
Wigan were almost caught on the break when Djibril Cisse raced into the area but his shot went just wide.
But Latics luck was out again when Figueroa fired in a terrific ball to the six-yard area but Emile Heskey was unable to get the touch.
Kirkland denied Sunderland a second after 60 minutes when Cisse got the better of Bramble but the keeper did well to block the shot with his legs.
New boy McCartney came up with a vital block to deny Antonio Valencia and Gordon reacted superbly to keep out a screamer from Figueroa.
But the pressure finally told when Figueroa's cross found Zaki just outside the six-yard area and he beat Gordon with a crisp left-foot finish.