Sega splits Dreamcast duties

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Sega Europe, in a surprise move, split the $102 million pan-European September launch of games console Dreamcast among two creative ad agencies, two media groups, a marketing consultancy and a PR agency. The announcement follows earlier reports that the entire creative assignment had been handed to WCRS, London. As it turns out, the Havas Advertising-owned agency will develop the positioning, communication strategy and consumer advertising for Dreamcast; M&C Saatchi will advise on business strategy and, in particular, direct marketing, sales promotion, sponsorship, live events and digital marketing. Sharing the media buying assignment are Carat Group U.K., handling in the U.K. and Spain, and Initiative Media Worldwide, buying media in France and Germany. London-based consultancy Branded will advise Sega Europe on marketing strategy, and Bell Pottinger Communications will work on European communication strategies and PR.

Copyright March 1999, Crain Communications Inc.

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