Sega has recruited senior Coca-Cola marketer Jeremy Stern as its
new European marketing director as it bids to boost sales of its
Dreamcast console and fight off competition from Sony’s
soon-to-be-launched PlayStation 2.
Stern’s move comes just a month after Coke promoted him to a new post of
new media director for Europe (Marketing, July 20), where he oversaw the
relaunch of the Coca-Cola.co.uk site and helped develop its CokeAuction
promotion with QXL.
He originally joined the soft drinks giant in March last year as
promotions director for North-West Europe.
Prior to his time at Coca-Cola, Stern spent two years at credit card
company MBNA, where for two years he was vice-president for affinity
He had previously established BT’s affinity marketing department,
overseeing the launch of Talk Time.
He replaces Giles Thomas, who left Sega in May after just under 18
Stern will be responsible for developing European marketing strategy for
the Dreamcast and related software.
Stern said Sega was looking to boost its direct marketing as well as
online ambient media to target consumers more effectively. But he denied
rumours that the company plans to cut its adspend.
Sega is expected to launch a raft of game titles in September as it
prepares to go head to head with PlayStation 2.
It spent pounds 60m on the European launch of Dreamcast, which has sold
just under one million units in the territory since its launch last
The company’s creative is by BBH, with media by Carat.
’We’re keen to do more online and on-underground work to maximise our
appeal to Dreamcast owners. The key is dealing with them on a more
personal level,’ said Stern.