Advertising Age Article Abstract
McDonald's, Pepsi, Coca-Cola Troll for Up-and-Coming Artists
Marketers Change Music Model of Going After Established Talent, Saving Money, Giving Halo of Discovery to Brands
NEW YORK (AdAge.com) -- Seven years ago, McDonald's tapped Justin Timberlake in a multimillion-dollar deal to launch "I'm Lovin' it." Now the marketer and a bevy of other brands such as Coca-Cola are bypassing the big stars -- and in some cases the record labels -- to become incubators for tomorrow's superstars. ...