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August 12, 2010

Detroit's Victorious Secrets named FreeCreditScore's new band

By David Kiefaber on Thu Aug 12 2010

As Experian's FreeCreditReport.com becomes FreeCreditScore.com, the company decided to pick a new band for its ads, too. But don't worry, the new guys are just as annoying as the old guys were. Detroit pop-rock outfit the Victorious Secrets, who attended the Be Sharps school of band naming, were voted the new FreeCreditScore house band after an online contest. Company spokesman Chris Moloney thinks the new group will catch on, boldly asserting that "America will embrace them just as the voters have." If they don't, it won't be for lack of effort. The Secrets will star in a $10-15 million ad campaign, with a series of TV spots from The Martin Agency (like this one posted here) set to debut during the 2010 MTV Video Music Awards. I can see the wisdom in strapping a new band to a new marketing effort for a new site, and as much as I may pick on the Victorious Secrets, their music is harmless and tuneful enough to appeal to a broad spectrum of viewers. Plus, musicians have to eat and pay rent, too. So as far as literal rebrandings go, no one can accuse Experian of doing things by halves.

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