Download firm '7' puts Fuse to work

Download provider 7 Digital has briefed Fuse PR to increase international brand awareness.

The one-year deal will see Fuse target trade and consumer audiences in the UK and US. 7 Digital wants to ramp up its fight against competitors such as iTunes and to claw market share away from illegal download sites.

7 Digital distributes content through sites such as AOL, MSN, Lycos, Wanadoo, and on behalf of record labels including EMI, Sony BMG and V2.

Fuse previously worked with 7 Digital on the launch of a Creative Labs mediaplayer last December, for which 7 Digital provided video content.

The agency's client manager Victoria Lefroy said the targets were music media and 'anywhere iTunes would get a mention'.

The account will be run by Fuse associate director Sarah Sherman, who reports to 7 Digital MD Ben Drury.

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