Sega kickstarts battle for pan-European media

Sega Europe is undergoing a review of its pan-European media planning and buying business and is preparing to centralise the account into a single media network.

Sega Europe is undergoing a review of its pan-European media

planning and buying business and is preparing to centralise the account

into a single media network.



The media business is currently handled by Universal McCann in the UK,

France, Germany and Spain. However, Universal is not involved in the

pitch.



Trista Grant, the managing director of Universal Media in London, said:

’We have not been formally advised of a pitch, but our UK contract runs

out at the end of February and it’s unlikely that we will repitch.’



Sega spent pounds 3 million in the UK in the 12 months to November, but

is understood to have spent up to pounds 6 million over the Christmas

period last year. The value of the pan-European account is expected to

top pounds 15 million.



Confirming the centralisation, a Sega spokesman said that it hoped to

have a new media company in place by 1 March.



The review is being called amid an internal restructure at Sega Europe,

which comes just a year after the company made a number of high-profile

redundancies.



Andy Mee, the marketing director of Europe and the UK, will now focus

solely on Europe, while Jo Bladen, the UK product marketing manager,

will take on a broader UK marketing role.



Sega has been through a rocky period since its heyday in the early

90s.



Just before Christmas, W. H. Smith delisted the Sega Saturn consoles,

second in the market to the Sony PlayStation.



The decision to centralise European media contrasts with the move almost

a year ago to give each local Sega manager greater control over the

choice of creative agency. The Sega creative account left

McCann-Erickson last summer and its pre-Christmas ads were created by

the HHCL Brasserie.



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