Foote, Cone & Belding

From Sega Retro

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Foote, Cone & Belding, formerly known as Lord & Thomas, and commonly abbreviated to FCB, is an American advertising agency selected by Sega of America in 1997 to market the Sega Saturn and Sega Dreamcast. The agency is most notable for temporarily revisiting the popular Sega Scream campaign.


Sega of America selected Foote, Cone & Belding in April 1997[1], as a replacement for Ingalls Moranville Advertising, who had struggled to market the Sega Saturn. They took radically different (and perhaps more traditional for Sega) approach, debuting with the "Hard Stuff" campaign in September[2], before handling the launch of the Sega Dreamcast (partnering with Pacific Data Images of Antz (and later Shrek) fame)[3].

It was also the firm, after discussions with Peter Moore that brought back the "Sega scream" starting during the MTV Music Awards on September 7th, 2000[4], absent from US television between 1997 and 2000.


Advertising agencies employed by Sega of America
Della Femina (1982-1983) | Dailey & Associates (1983-198x) | J. Walter Thompson (1986-1988?) | Bozell (1989-1992) | Goodby Silverstein & Partners (1992-1996) | Strottman International (1993-199X) | Ingalls Moranville Advertising (1996-1997) | Foote, Cone & Belding (1997-200x) | Wieden + Kennedy (200x-20xx) | Keane Advertising (2001-2003) | Leagas Delaney‎ (2002-20XX)
Advertising agencies employed by Sega Europe
WCRS (1991-1994) | McCann Erickson (1995-1996) | WCRS (1999-2000) | Bartle Bogle Hegarty (2000)