Sega, the computer games giant, has appointed McCann-Erickson to handle its pan-European advertising account previously held by WCRS.
Sega claims that it will spend up to £30m behind the brand across Europe. The account historically has been worth £25m including sales promotion and direct marketing although sources suggest that £25m was an inflated figure.
McCann-Erickson’s first task will be the spring launch campaign for two new Sega products SegaSaturn and Pico. It is understood that as well as above- the-line advertising, Sega will look at below-the-line campaigns and will also focus on in-store merchandising.
The company first began searching for an agency last October following a decision to centralise its advertising into a single agency network.
It shortlisted incumbent WCRS, D’Arcy Masius Benton & Bowles, Abbott Mead Vickers.BBDO, Lowe Howard-Spink and Collett Dickenson Pearce.
Sega and Nintendo continue to battle for market share.
Nintendo did well at Christmas with the relaunch of Donkey Kong Country, however Sega intends to fight back with its new products and in particular SegaSaturn.