Sega splits 60m Dreamcast brief

Sega has split its 60m European media buying account for the launch campaign of its Dreamcast console between Carat International and Initiative Media.

When the pitch was launched it was thought Sega wanted to use one international media network for the whole European business. But according to sources, Sega has awarded Carat the business in the UK and Spain, and Initiative the account in France and Germany.

Sega had been using media agencies on a country by country basis with Media Business, now MediaCom TMB, handling the account in the UK.

Sega awarded the creative pan-European account to WCRS in March after a pitch which is thought to have involved M&C Saatchi, Bartle Bogle Hegarty, McCann-Erickson’s Magic Hat and Rainey Kelly Campbell Roalfe.

The computer games company’s launch of Dreamcast represents a last-ditch attempt to recapture market share from Sony PlayStation, which dominates the console market. Sony is not due to launch its new console, PlayStation 2, in the UK until next year.

Sega spent just under 500,000 in the UK on direct marketing for the year ended June 1998, according to ACNielsen-MEAL.

Sony Analysis, page 19

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here