See the impact
The Challenge
Following a major operational consolidation across Western markets, SEGA needed to review its media agency arrangements, previously managed by four partners across 21 markets.
A reorganisation of the marketing function had broken down silos between individual IPs and products, creating a need for a new scope of work, updated ways of working, and an agency partner capable of understanding complex audiences while integrating seamlessly within SEGA’s agile culture. Key requirements included proactivity, thought leadership, and a shared ambition to drive business growth.
Deliverables
AAR led a structured search and selection programme to identify the right media agency partner:
- Conducted an agency model workshop with key stakeholders to define the ideal single-agency solution and centralised ways of working
- Clarified the agency model and scope across internal and external teams before taking the brief to market
- Leveraged deep marketplace insight to identify agencies with sector and audience expertise
- Guided SEGA through a three-way pitch process, ensuring cultural fit, capability, and strategic alignment
Impact
SEGA appointed Havas Entertainment as their media agency partner across 21 markets, including the UK, Australia, the Netherlands, Spain, Poland, and Saudi Arabia. The partnership delivered streamlined processes, improved operational efficiency, cost savings, and more impactful work.
Adoption of Havas’s global Converged operating system and the 70/20/10 framework recommended by AAR enabled SEGA to achieve greater consistency, agility, and actionable insights aligned with long-term strategic goals.
The Challenge
Following a major operational consolidation across Western markets, SEGA needed to review its media agency arrangements, previously managed by four partners across 21 markets.
A reorganisation of the marketing function had broken down silos between individual IPs and products, creating a need for a new scope of work, updated ways of working, and an agency partner capable of understanding complex audiences while integrating seamlessly within SEGA’s agile culture. Key requirements included proactivity, thought leadership, and a shared ambition to drive business growth.
Deliverables
AAR led a structured search and selection programme to identify the right media agency partner:
- Conducted an agency model workshop with key stakeholders to define the ideal single-agency solution and centralised ways of working
- Clarified the agency model and scope across internal and external teams before taking the brief to market
- Leveraged deep marketplace insight to identify agencies with sector and audience expertise
- Guided SEGA through a three-way pitch process, ensuring cultural fit, capability, and strategic alignment
Impact
SEGA appointed Havas Entertainment as their media agency partner across 21 markets, including the UK, Australia, the Netherlands, Spain, Poland, and Saudi Arabia. The partnership delivered streamlined processes, improved operational efficiency, cost savings, and more impactful work.
Adoption of Havas’s global Converged operating system and the 70/20/10 framework recommended by AAR enabled SEGA to achieve greater consistency, agility, and actionable insights aligned with long-term strategic goals.
What SEGA think...
They were incredibly professional and provided invaluable insights, helping us to make the best decision for our business needs. For a thorough and reliable partner in finding a media agency, working with AAR is highly recommended."
