Troubled Sega seeks PR agencies for 'extremely important fiscalyear'

SAN FRANCISCO: Sega of America has put out an RFP for project work

on one of its (as yet undisclosed) umbrella brands, a move one company

executive said will increasingly become part of the company's PR


Sega of America has worked with agency of record Access Communications

for more than four years, but reduced its account fees earlier this

year. At the same time as it announced it was pulling its Dreamcast

console and focusing on software, Sega cut its in-house team.

Charles Bellfield, VP of marketing and corporate communications for Sega

of America, said the company is looking at additional resources to

reinforce its PR team on a project basis.

'If anyone believes they have talent and the creative ideas to offer

Sega, we're always looking for opportunities,' said Bellfield.

Bellfield would not go into detail on the project or budget of the

current PR RFP, only saying that it was a closed RFP sent to certain

agencies for a program 'extremely important for Sega's fiscal year.'

He also said in the current and future RFPs, the company would be

placing a larger emphasis on non-media PR, such as promotions, events

and competitions.

Jennifer Walker, VP of Access, said the fee cuts and the agency search

would not affect Sega's relationship with Access.

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