Wieden's Sega work a model for marketing beyond the :30.(Viewpoint)(Column)

Advertising Age, January, 2004

Byline: Jonah Bloom

Last week, we reported Sega and its agency, Wieden & Kennedy, New York, parted company, most likely because Wieden's Portland, Ore., office has a chance to swim with a bigger fish in the gaming bowl. This may seem a parochial piece of news but it marks the end of an alliance that yielded one of the most daring and creative campaigns of the last 12 months.

If you're not a gamer, Wieden's Sega ESPN NFL Football campaign might have escaped your attention. And-despite being a far more trendsetting piece of marketing than most :30 spots-it will go unrecognized when it comes to handing out this year's ego-assuaging ad gongs. But for marketers looking to engage consumers, rather than batter them with yawn-inducing "show-`em-what-we-got''...

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