Leagas Secures Sega, Mavi Jeans

Leagas Delaney solidified its position in the ad market here last week by adding the Sega of America videogame and Mavi Jeans accounts. Combined, they are expected to bring nearly $35 million in billings to the shop.

The Sega win is widely viewed as a crucial development for the agency, which had been relying on Virgin Mobile account for nearly all of its business. The sudden addition of two new clients gives the 6-year-old shop a much-needed boost.

The Sega review kicked off in February after the videogame company moved to consolidate its account. San Francisco shops Foote, Cone & Belding and Hill, Holliday were the other contenders. Both FCB and Leagas have worked for the client over the past few years.

Sega, with U.S. headquarters in San Francisco, spends approximately $26 million annually on its sports and entertainment titles combined, according to CMR. An upcoming campaign will include TV and print advertising.

“We have two foundation, high-profile clients, and we can build from there,” agency managing director Wayne Buder said. “But our job isn’t done at all. We aren’t going to be complacent.

“We have a tremendous amount of respect for the [agencies] we pitched against, which makes the wins all the more rewarding,” Buder added.

Sega officials could not be reached for comment.

Buder, the former president of Odiorne Wilde Narraway & Partners in San Francisco, has extensive experience in the videogame category. Sources said his work on Electronic Arts while at OWN&P may have contributed to the win.

Sega, based in Japan, is a $3.5 billion firm that designs and distributes videogames for several consoles.

Agency officials said they were also excited by the prospect of entering the fashion category with Mavi Jeans.

The Turkish company has sold clothes in the U.S. for five years. Its annual U.S. sales are roughly $50 million, and it will initially spend $8 million on advertising, sources said.

Leagas will work on traditional advertising as well as interactive, in-store and trade-show assignments.

“They are not overly concerned with the here-today-gone-tomorrow world of fashion, which opens a lot of doors for us creatively,” said Vince Engel, creative director and co-president of the agency. “We are excited as hell about both of these accounts.”

Leagas Delaney, with $85 million in billings, also works with the Monterey Bay Aquarium and Northstar Ski Resort.