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NEW YORK – With a pumped up ad budget and a new agency-of-record system to buy media largely along demographic lines, Sega of America is stepping up its challenge of Nintendo’s stranglehold on the kid’s video game market.
Ed Volkwein, senior vp/marketing for Sega, said last week that th 1San Francisco-based company will increase ad spending this year by 46% to $95 million. He also said Sega will adopt an AOR system in which Bozell/L.A. handles all buys for the teen market and national syndication, while Bohbot Communication’s San Francisco office buys the 6-11 demographic and all spot TV.
Previously, Bozell handled the lion’s share of Sega’s buying needs.
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