According to Advertising Age, Sega Europe has split the US$102 million European ad campaign for the Dreamcast launch among two agencies for creative, two media buying groups, a marketing consultancy, and a public relations agency.
WCRS, London will develop the positioning, communication strategy, and consumer advertising; M&C Saatchi will advise on business strategy, including direct marketing, sales promotion, sponsorship, live events, and digital marketing; media buys will be handled by Carat Group UK and Initiative Media Worldwide; the consultancy Branded will lend marketing strategy expertise; and Bell Pottinger Communications will assist on communication strategies and PR.
All companies are Europe-based.
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