Two shops share Sega Dreamcast media role

Sega has decided against centralising its pounds 60 million pan-European media account and will instead split the business between two agencies.

Sega has decided against centralising its pounds 60 million

pan-European media account and will instead split the business between

two agencies.



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

March).



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

launch.



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

the console.



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

September.



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.



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