SEGA EUROPE DIVIDES DREAMCAST BUSINESS
By Adnews Staff
Sega Europe has divided the European Fall launch of its newest game console Dreamcast among six different firms including two creative ad agencies, two media groups, a marketing consultancy and a PR agency. Early announcements reported the entire assignment would be done by WCRS of London. Now, the agency which is owned by Havas Advertising will create the positioning, communication strategy and consumer advertising for the game console. M&C Saatchi will report on business strategy, direct marketing, sales promotion, sponsorship, live events and digital marketing. both Carat Group U.K. and Initiative Media Worldwide will share the media buying assignment. The London-based Branded consultancy will advise Sega Europe on marketing strategy and Bell Pottinger Communications will work on communication strategies and PR in Europe.