The Media Business and Initiative Media have picked up Sega’s 10m ($16m) pan-European media buying and planning business.
The Media Business will handle the 6m UK account, while its international partner, Initiative, takes it on in France, Germany and Spain.
The two media specialists pitched against Zenith for the account, which was previously handled by Universal McCann. Universal did not repitch for the business.
The account moved following Sega’s decision to pull the creative business for its Christmas push from Universal’s parent agency, McCann- Erickson. The Christmas activity was handled by HHCL Brasserie. Some local Sega offices on the Continent had already dropped McCann.
The bulk of the media account is to support Sega’s Saturn game console. There will also be some media spend on Saturn game software.
The Saturn has been fighting in the UK against Sony’s PlayStation, selling about 250,000 units since launch compared with Sony’s 750,000. It now faces a new threat from Nintendo’s long-delayed technologically superior Nintendo 64 system, which launches in March.
“The Media Business displayed the expertise and experience necessary to meet the challenges Sega faces this year,” says Jo Bladen, Sega’s UK marketing director.
The Media Business used its bespoke children’s research, schools attitude monitor (Scam), in the pitch to illuminate Sega’s brand position.
The Media Business uses Interpublic-owned Initiative as an international partner on other accounts, including Converse sports shoes and Avis car rental.