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
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.