Sega streamlines its media buying -- Realignment and the Creation of a New Post Are Steps to Refine Operations

In a move aimed at streamlining communications between Sega of America and its media planners and buyers–Bozell/L.A. and Bohbot Communications/S.F.–the video game company has restructured and created a new internal position to oversee its media functions.
Sega also recently consolidated all planning on its estimated $75-million account with Bozell. The San Francisco-based company plucked Elaine Starling, formerly associate media director at J. Walter Thompson/S.F. on the agency’s Sprint business, to internally oversee planning and buying. Bozell handles national teen broadcast buys, consumer print and, for the past two weeks, all planning.