London hotshop Bartle Bogle Hegarty has resigned Sega’s $84 million pan-European business to clear the decks for its appointment by Microsoft, according to a well-placed mole.

BBH acquired Sega’s Dreamcast games console account only last February, but is now believed to be the sole contender for the European advertising account for Microsoft's rival console, Xbox. An appointment is said to be imminent.

The software giant’s roster agencies, Euro RSCG Wnek Gosper, London, and McCann-Erickson Worldwide, New York, (which services the brand in the US), were not asked to pitch for the Xbox business. Both BBH and Sega declined to comment.

The while, BBH looks set for an extremely merry Christmas as insiders prepare to celebrate the gain of US credit card colossus, Capital One, whose UK account is said to be worth around $21m. The agency was equally uncommunicative on this score.

News source: Advertising Age - Daily Deadline