Sega enlists Coke chief to Euro post

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.

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

marketing.



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

months.



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

October.



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.



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