Press release: 1997-04-29: Sega Hands Foote, Cone & Belding Its U.S. Video Game Ad Business

This is an unaltered copy of a press release, for use as a primary source on Sega Retro. Please do not edit the contents below. Language: English Original source: Sega.com (archived)

Sega Hands Foote, Cone & Belding Its U.S. Video Game Ad Business

REDWOOD CITY, Calif. -- April 29, 1997 --
Sega of America today announced it has selected the San Francisco office of Foote, Cone & Belding (FCB) as its new agency of record to handle the company's video game console advertising in the U.S. FCB will begin work on the Sega business starting May 1, providing creative and media services supporting Sega Saturn video games and the Sega brand overall.

"Sega advertising has always had a special signature characteristic that defines our attitude and sets us apart from others in the industry," said Bernard Stolar, chief operating officer, Sega of America. "We believe Foote, Cone & Belding understands our product and corporate direction and will help us define the Sega gaming experience in exciting new ways."

"To partner with a great company like Sega, and have the opportunity to help them win in such a highly competitive category, is something we're very excited about," added Jack Boland, president and chief executive officer, Foote, Cone & Belding. "This is an arena where the right advertising can really make a difference in how a game sells, and how a brand can grow even more powerful. Those are our goals.

Sega's advertising budget for the calendar year has not been finalized, but the company's initial projections are that the account is worth $15-20 million this year.

FCB San Francisco is the largest advertising agency office in the western region of the United States. Recently Advertising Age magazine awarded FCB San Francisco "Agency of the Year," marking the first time the magazine singled out a specific office of a large agency for the award.

Sega of America is the arm of Tokyo-based Sega Enterprises, Ltd., responsible for the development, marketing and distribution of Sega video game systems and software in the Americas. Sega Enterprises Ltd. is a nearly $3.6 billion company recognized as the industry leader in interactive digital entertainment media and is the only company that offers interactive entertainment experiences both inside and outside the home.