Carat Fusion Wins Napster’s Media

NEW YORK Aegis Group’s Carat Fusion said it has won the media account of Napster, handling everything from broadcast to online and search ad buying.

Los Angeles-based Napster is the first announced client of Carat Fusion, a reoriented San Francisco agency that combined Carat Interactive and Carat Direct to offer clients direct-response ad planning and buying across media.

Mediasmith in New York previously handled the Napster media account. Modernista! in Boston was awarded creative duties in June.

Napster is fighting to regain its position in the online music business since its resurrection as a legal downloading service in a market now dominated by Apple’s iPod and iTunes service.

In February, Napster ran a Super Bowl spot highlighting the amount of money consumers could save through its subscription services as compared to pay-per-download services, part of a $30 million ad push. Yahoo undercut Napster’s $15 monthy fee, however, with a service costing $6.99 a month.

Carat Fusion said it would use several media to advertise Napster, including television, print, out-of-home and interactive. The planning and buying is keyed around the holiday season, the agency said.