INTERNATIONAL: Sega develops comms prior to console launch

SAN FRANCISCO. Sega of America has appointed Charles Bellfield to the new role of communications director in preparation for the September launch of its Dreamcast games console.

SAN FRANCISCO. Sega of America has appointed Charles Bellfield to

the new role of communications director in preparation for the September

launch of its Dreamcast games console.



Bellfield joins Sega from its strategic technology partner NEC

Electronics, where he was brand market manager for multimedia

technologies and products.



He reports to senior vice-president of marketing Peter Moore.



’The marketing department was downscaled after the withdrawal of the

Sega Saturn at the beginning of 1998. The marketing department was

reshuffled and enlarged in early 1999,’ said Bellfield.



Bellfield’s remit covers both North and Latin America. He replaces Lee

McEnany Caraher, who was vice-president of marketing and reported

directly to Bernie Stolar, president of Sega of America. McEnany Caraher

is now senior vice-president of the Weber Group, based in San

Francisco.



Bellfield’s main task will be to oversee a budget in excess of pounds 3

million for the launch of the new console. The budget is to last until

March 2000.



The restructuring comes at a critical juncture for the number-three

ranked gaming company, which is seeking to regain ground on Sony and

Nintendo.



Dreamcast is seen as the product that will either make or break Sega’s

future. The console’s launch budget as a whole is expected to exceed

pounds 60 million.



Dreamcast’s roll-out PR, which is being handled in conjunction with

Access Communications, includes everything from consumer events to

grassroots promotions.



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