Sega calls media pitch for Dreamcast launch

Sega Europe is to hold a pan-European review of its pounds 63 million media planning and buying business as it prepares to see pitches for the creative task at the end of this week.

Sega Europe is to hold a pan-European review of its pounds 63

million media planning and buying business as it prepares to see pitches

for the creative task at the end of this week.



The computer games company is hoping to compile a new communications

team to launch its games console, Dreamcast, in the UK in September.



Two international media networks are lining up to pitch for the business

across Europe in a winner-takes-all shoot out. It is currently split on

a country-by-country basis but Sega is looking for a more coherent media

strategy centralised through its European headquarters in London.



The UK account, which was worth less than pounds 500,000 last year

according to MMS, is handled by the Media Business, shortly to become

MediaCom TMB.



However, TMB is not thought to be involved in the European

discussions.



The media review comes as Sega prepares to see a shortlist of creative

agencies. Sega will see presentations from WCRS, Bartle Bogle Hegarty,

M&C Saatchi, Magic Hat and Rainey Kelly Campbell Roalfe this Friday. Its

last significant campaign - through McCann-Erickson - was in 1995 for

the Saturn product.



Although adspend has reflected the demise of its market position in

recent years, Sega is now ploughing around pounds 63 million into

marketing Dreamcast.



Agencies are being asked to look at how to position Dreamcast in the

market, including examining the implications of offering internet access

with the console.



The agency overhaul forms a crucial part of Sega’s last-ditch bid for a

share of the computer games market, now dominated by Sony’s

Playstation.



The company announced a 76 per cent drop in half-year net profits to

just pounds 6 million last autumn.



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