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
However, TMB is not thought to be involved in the European
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
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
The company announced a 76 per cent drop in half-year net profits to
just pounds 6 million last autumn.