Sega has decided against centralising its pounds 60 million
pan-European media account and will instead split the business between
Initiative Media and Carat - the two agencies which pitched for the
business - will share the task of launching the games console, Sega
Dreamcast, around Europe.
At the same time, M&C Saatchi is understood to have landed the
non-advertising side of the launch campaign with a brief that
encompasses sponsorship, promotions, business consultancy and everything
beyond traditional above-the-line advertising.
WCRS will handle the advertising account, as revealed in Campaign (5
The media split reverses Sega’s intention when it went into the pitches
to find a single media network to work on the European Dreamcast
Instead, Sega has decided to maintain decentralised media arrangements,
with the business awarded on a country-by-country basis. Carat will
handle the account in the UK and Spain, while Initiative has been given
the business in France and Germany. The UK account moves out of MediaCom
TMB, which did not repitch for the business.
The launch of Dreamcast represents a major new push into the computer
games market by Sega, which dominated the market in the early 90s, but
has since lost ground to Sony PlayStation.
The agencies will work on how to position Dreamcast in the market,
including examining the implications of offering internet access with
Sony is making its own fresh assault on the market with the launch of
Playstation 2 in the UK next year. But Sega is hoping to make the most
of being first to market with its product, which launches in Europe this
Sega has run no major advertising since 1995, when McCann-Erickson
launched its Saturn console. The launch of Dreamcast is being seen as a
last-ditch attempt by the company to wrest back market share from Sony.