SEGA TAPS STARTUP AGENCY;MARKETER AWARDS $30 MIL JOB, OPENS $6.5 MIL REVIEW

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Sega of America awarded one ad account last week and put another smaller one into review.

The videogame marketer handed the estimated $30 million broadcast portion of its $60 million account to startup shop Ingalls Moranville, succeeding Goodby, Silverstein & Partners; both are San Francisco-based.

Sega also last week opened a $6.5 million review for its new Sega Entertainment unit, which is developing a line of computer software.

Ingalls, formed in March by two former executives of Saatchi & Saatchi Advertising, beat out a raft of West Coast shops, including the San Francisco offices of Foote, Cone & Belding and McCann-Erickson Worldwide; along with Los Angeles agencies Dailey & Associates and Ground Zero; and Bozell/Salvati Montgomery Sakoda, Costa Mesa, Calif. Goodby and Sega agreed to part ways in April.

Ingalls-a subsidiary of Davis, Ball & Colombatto, Los Angeles-will handle TV ads for Sega's high-profile videogames, including the Sega Saturn, Sega Sports and its new Sega Saturn Net Link Internet connector, due out late this year or early next year. Sega also uses Mednick Group, Culver City, Calif., for print and other creative duties on its account.

LOCAL SHOPS INVITED

With its Sega Entertainment review, Sega's goal is to find "an unusual resource...or combination of agency resources...that will provide heavily integrated marketing efforts" for products that will include spinoffs of its best-selling videogames and characters, including Sonic the Hedgehog, said a spokesman for Sega Entertainment, a joint venture of Sega of America and SoftBank Holdings.

Local shops with heavy integrated and Internet marketing experience will be invited to participate in the review; a decision is expected in July.

Contributing: Alice Z. Cuneo.

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