Sega Europe has appointed Bell Pottinger to run its European
corporate press and PR ahead of the launch of the Sega Dreamcast games
console in September this year.
The Dreamcast launch will be the first in the console market since March
1997 when the Nintendo 64 was released. The launch budget, believed to
be the largest ever for a console at around pounds 60 million, is
expected to surpass the amount spent by Sony on the PlayStation launch
Bell Pottinger was picked last week from a shortlist of two agencies,
according to Sega’s European MD Jean-Francois Cecillon, who oversaw the
selection process along with Philip Ley, CEO of Sega’s marketing agency
Branded. ’It’s a long and diverse PR brief which will include advice,
implementation and feedback,’ Cecillon said.
In addition to the design and implementation of Sega’s European
corporate PR strategy, Bell Pottinger will form part of an advisory
group for the Dreamcast launch made up of advertising, media buying and
marketing agencies, reporting directly to Cecillon.
The group includes Shimon Cohen, senior consultant at Bell Pottinger,
Stephen Woodford, chief executive of advertising agency WCRS, chief
executive of M&C Saatchi Nick Hurrel and Philip Ley.
Bell Pottinger’s Consultants and Financial divisions will work on the
The PR fee is said to be a six-figure sum, but neither Bell-Pottinger
nor Sega would disclose the exact portion of the budget to be spent on
Although overall European corporate strategy will be directed by Bell
Pottinger, Sega’s regional offices in France, Germany and Spain will
retain control over domestic product PR either by out-sourcing to local
agencies or keeping control in-house.
Ogilvy PR Worldwide has been appointed in Spain, no decision has been
made for Germany and PR in France will be carried out in-house, said
London-based agency Nelson Bostock will continue to manage Sega’s trade
press and PR in the UK. Sega has recently renewed Nelson Bostock’s
contract for another year.