Carat Fusion Wins Eddie Bauer Online Media

NEW YORK Carat Fusion has been awarded the Eddie Bauer online media account, the agency said.

The Aegis Group-owned agency said it would handle Internet media planning and buying for the retailer, as well as provide data intelligence for Eddie Bauer to use in its marketing through Carat’s Citadel data platform, which pulls together customer data from many sources to plan and measure interactive efforts.

Eddie Bauer said it considered several other undisclosed agencies, but was ultimately won over by Carat Fusion’s ability to use technology for highly targeted interactions with consumers. Interpublic Group’s Mullen in Wenham, Mass., formerly handled the Eddie Bauer’s online media.

Carat Fusion will begin work for Eddie Bauer with its fall marketing program.

Aegis combined Carat Interactive and Carat Direct to officially form Carat Fusion last month. The agency hopes to marry online and offline direct-response techniques, including TV ads, in a single planning process for clients. Last month, it won the Napster media account, including Web and broadcast media.

Carat Fusion’s Eddie Bauer engagement does not include offline work.