Mr. Beattie is creative director of Hussey, an unashamedly trashy teen pop group that wears little clothing and lots of makeup. The newest member, Gay Marvin, introduces himself as "bijou-small but perfectly formed." His four female bandmates are variously described as "smoldering," "kittenish," "ultramodern" and "bombshell."
Mr. Beattie has already procured a tie-up between Hussey and one of TBWA's international clients, French Connection, better known in the U.K. as FCUK. He's set up a Hussey tour of FCUK flagship stores in the U.K. sponsored by the FCUK FM radio station and organized a showcase for the band at TBWA's offices May 25. The band's first single, called "Girls on Top," is due for release July 4.
International fashion retailer FCUK launched its own radio station April 1, broadcast internationally 24 hours a day via the Internet and through TV sets by Sky Digital, and in French Connection stores in the U.S. and U.K. It does not carry paid advertising.
According to a Hussey spokesperson, the band's manager, Terry Armstrong, read an interview with Mr. Beattie and set up a meeting with him where he persuaded the maverick creative to get involved with the band, which was set up through open auditions in August 2002.
The Hussey group was introduced to the press at a party to celebrate the book launch of TV celebrity chef Aldo Zilli, who is also a friend of Mr. Beattie. The pop band has also been out courting publicity at various events in London in the last few weeks.
Mr. Beattie was on vacation last week and could not be reached.