Advertising agencies in the UK are creating their own bands in order to sell brands. GUM@Saatchi (Saatchi & Saatchi's brand content arm) have created an urban pop group from scratch in order to capture the youth market.

Advertising agencies in the UK are creating their own bands in order to sell brands. GUM@Saatchi (Saatchi & Saatchi’s brand content arm) have created an urban pop group from scratch in order to capture the youth market. Designed with mobile soaps in mind the band has been given its own identity. The singers have their own personalities and a whole series of mobile soaps planned which will then be licensed to the highest paying advertiser. 

As TV has become less and less important to brands who want to get their message across, companies have turned to other assets. In the case of Nike etc this has been the age old sponsorship of top athletes. However, for brands without such overt links they have had to seek out their own human real estate to brand and this is where the branded bands come in.

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