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
Jennifer Walker, VP of Access, said the fee cuts and the agency search
would not affect Sega's relationship with Access.