Sega Launches Review

REDWOOD CITY, CALIF. – Despite the success of the award-winning work Goodby, Berlin & Silverstein has produced for Sega of America Inc., the video game maker said it is launching a review for an additional advertising agency to handle a new $8-10-million campaign aimed at young children and their parents. Though sources close to the company and the agency say the review in no way is an indication that GBS is at risk of losing the $50-million account, it does reflect that Sega has not been satisfied with the GBS work targeted at children from 4 to 10. Sources said the spending set aside for the new campaign will be new spending and be used to promote a new line of educational toys produced by Sega. GBS will participate in the review, which is expected to include agencies with a strong West Coast presence and experience in children’s advertising in the past three years.
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