Bell Pottinger to take on Sega PR

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.

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

in 1995.



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

account.



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

PR.



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

Cecillon.



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.



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