The agency’s Managing Director Ray McRobbie met Pamela Anderson at London’s Mayfair hotel on 21 September 2010, prior to the Eurovoice 2010 contest, which took place in Athens, Greece, on 23-24 September 2010. The meeting was arranged by International Creative Management Los Angeles as a thank-you to the agency facilitating her involvement. The actress hosted the show together with Eric Serra. Enrique Iglesias and Anastacia also took part in the show, which attracted over 70 million TV viewers.