P&G asks music industry for CoverGirl anthem

Procter & Gamble is inviting members of the music industry to submit tracks to be used as an “anthem” for its cosmetics brand, CoverGirl. The move follows a similar contest last year for a song to be used in advertising for hair care brand Pantene.

Procter & Gamble is inviting members of the music industry to submit tracks to be used as an “anthem” for its cosmetics brand, CoverGirl. The move follows a similar contest last year for a song to be used in advertising for hair care brand Pantene.

P&G advertising agency Grey New York will announce the plan at this week’s MIDEM Annual Conference, which takes place in Cannes. The event, billed as the world’s largest music market, is expected to gather 1,300 participants from around the world.

Grey will invite delegates to submit tracks and the agency, together with P&G, will evaluate the entries and create a shortlist of 20. These will then be presented at a listening session for everyone attending the conference. The session will be one of three held at MIDEM. Organisers refer to the listening sessions as “onsite auditions” for films, advertising, television shows and video games.

Last year at MIDEM, Grey New York and P&G selected a song for the Pantene brand. The song, entitled Shine, was written and performed by unsigned New York artist Rosi Golan, who has since produced her first album.

Comments

    Leave a comment

    Close

    Discover even more as a subscriber


    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now