Some months ago the NewYork Times featured a non-trad ad agency that brokered deals to insert brand names in rap songs. So 50 cent says he drinks Bacardi in "In Da Club" not because he really likes it, but because it was the highest bidder.
Saatchi in the UK takes this one step further by creating their own pop group for hire. UK radio is, of course, incensed. But is this really any different from, say, Britney Spears-type manufactured songs? Instead of selling themselves (and their albums), the group is just subtly selling something else.
I've no opinion yet, still ahve to think about it some more.