PD3 takes on ambient media for Dreamcast

Sega Europe has appointed urban communications outfit PD3 to handle ambient media and related PR for its best-selling Dreamcast games console and titles.

Sega Europe has appointed urban communications outfit PD3 to handle

ambient media and related PR for its best-selling Dreamcast games

console and titles.



The company has also consolidated its consumer, trade, corporate and

financial PR into one agency: Bell Pottinger Communications. There was

no pitch for either appointment.



The ambient media account is pan-European, and carries over pounds 1

million in budget and fees for the next 12 months. PD3 has an informal

international network of contacts who will undertake activity in France,

Spain and Germany.



Paul Tully, PD3 director, will head the account reporting to Giles

Thomas, European marketing director at Sega.



The campaign will include press and radio advertising, guerrilla

marketing and stunts to promote Dreamcast, plus media relations to win

wide coverage of particularly ground-breaking work.



’It could be anything from floor media to giant inflatable ships on

famous European rivers; or helicopters dropping leaflets,’ said

Tully.



As well as promoting the console, which was launched last year, PD3 will

work on titles such as Tomb Raider: The Last Revelation, featuring Lara

Croft, and Sega Bass Fishing.



Bell Pottinger has been retained by Sega Europe since January 1999 on a

corporate affairs brief, and won the other work along the way.



Consumer PR was previously handled by MacLaurin Powerhouse, whose

contract finishes at the end of April.



In December, chief executive JF Cecillon reviewed Sega’s agency

arrangements and asked Bell Pottinger to take on the consumer brief,

thus consolidating the whole account.



Pete Devery, who handled the account at Powerhouse joined Bell Pottinger

Green Moon last week. He reports to Shimon Cohen, senior consultant, who

co-ordinates the Sega account for Bell Pottinger Communications.



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