Mediasmith Wins Roxio Media

LOS ANGELES — Mediasmith has won the CD burning software maker Roxio’s $10-15 million offline media business after a two-shop shootout with incumbent JWT Technology, San Jose.

JWT Technology will continue to handle brand advertising for the client, a year-old spin-off of software marketer Adaptec. San Francisco-based SF Interactive handles online media, and Modernista, Boston, handles creative.

The review was initiated by Scott Steinberg, vp, strategic marketing, who joined the company three months ago from Liquid Audio, where he worked with Mediasmith, San Francisco. “I was brought in to bring the brand to the consumer marketplace, and Mediasmith has a strong analytic sense and experience in multiple media,” he said.

Steinberg added that the Milpitas, Calif.-based client, a $100-million company, is setting budgets for launches in Europe and Japan but has “yet to make an announcement” about who will handle media abroad.