Sega bolsters marketing team

Videogames publisher Sega has restructured and beefed up its UK marketing team. Tina Hicks, formerly brand manager, has been promoted to marketing director for the UK, reporting to managing director Alan Pritchard.

Videogames publisher Sega has restructured and beefed up its UK marketing team.

Tina Hicks, formerly brand manager, has been promoted to marketing director for the UK, reporting to managing director Alan Pritchard.

Hicks’ move up is among a number of promotions that include Ben Stevens’ promotion to international marketing manager.

Meanwhile, Ben Cooper joins the games group’s central marketing team from McCann Eriksson, where he was an account director.

Cooper will be responsible for Sega’s best-selling title Football Manager, developed by the Sports Interactive Studio.

The moves follow almost a year of marketing changes at the games group and a broader organisational restructure. Last year, a number of appointments were made to the European team whereby a number of brand managers were brought in from rival firms (MWSeptember 28, 2006).

Sega, an iconic games brand that has struggled to maintain its position in a highly competitive market, is banking on a raft of new licensed intellectual properties to help boost its performance. Alongside a forthcoming game based on the fantasy title Golden Compass, which is being launched after the release of the eponymous film starring Nicole Kidman and Daniel Craig, are a raft of games based on Marvel comic characters.

Games featuring characters such as Iron Man, the Incredible Hulk, Thor and Captain America are to be introduced from this year.

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