OWN&P Wins myplay

MP3 Service Will Target College Age First
LOS ANGELES–Odiorne Wilde Narraway & Partners is breaking a launch campaign for myplay.com, an Internet music service that aims to compete with MP3.com.
The company, based in Redwood City, Calif., offers customers a place to store, share and play MP3 music tracks. Billings were not disclosed.
OWN&P, San Francisco, competed for the business against three undisclosed shops.
“We felt they understood our mission to create a consumer-focused music service,” said Michael Crotty, client vp of consumer marketing. “They have a terrific understanding of the need to build our brand, while … focusing on driving traffic.”
“This will be a wonderful opportunity to help cement myplay’s position as a leader in the digital music revolution,” said Wayne Buder, agency president.
Magazine and outdoor ads broke this month targeting college-age consumers and will expand nationally to a broader audience next year, said agency general manager Andy Narraway. The shop’s other youth-oriented clients include EA Sports and Fogdog.
Ads show images of lively music experiences. In one ad, a body surfer glides over an audience. Copy reads, “You’ve been touched by music, but have you ever been possessed by it?” The tag: “myplay.com. The center of your digital music universe.” K