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Havas SE UK and Cake join to create new hub for entertainment and content

Havas Sports & Entertainment UK and Cake come together to create new hub for entertainment and content

London, 21 May 2015: Brand engagement experts Havas Sports & Entertainment (Havas SE) and brand entertainment agency Cake, both part of the Havas Media Group (HMG), will come together in the UK as Havas Sports & Entertainment Cake (Havas SE Cake).

Havas SE Cake will be based at a new central London home and both teams will be integrated under the leadership of Adrian Pettett, CEO and co-founder of Cake, as CEO of Havas SE Cake. Adrian will report to Lucien Boyer, President and Global CEO of Havas Sports & Entertainment. Adrian will be supported in his new role by the management teams coming from both Cake and Havas SE.

Havas SE Cake, which has a combined turnover of £12m, will foster increased collaboration, driving synergies to connect brands with people via their passions, using creative content, media and technology.

The formation of this new entertainment and content hub combines both agencies’ expertise in content creation, PR, experiential, social/digital activation, and strategic consulting on behalf of brands and rights holders. The expanded offering is supported by a strong track record for global and local clients including the following who work with Cake: Carling, Very.co.uk, Weetabix, Alton Towers and the recently-won V Festival and Virgin Atlantic – and those of Havas SE, including The Coca-Cola Company, Barclays, The IAAF, Heathrow Express, Kia and FIFA amongst others. Under the group, both brands will continue to service their roster of clients.

Havas SE Cake will move into new premises in London’s Covent Garden from June, in close proximity to HMG UK’s St Martin's Lane office, putting entertainment and data-driven content expertise at the core of the Group’s offering, enabling the team to better capitalise on the Havas | Vivendi partnerships with Universal Music Group and STUDIOCANAL.

The newly-aligned UK model is the blueprint for the future of entertainment and content hubs, which will be rolled out globally in the coming months. Further, the hub is an important milestone ahead of the opening of the 2017 Havas Village UK home in London’s Kings Cross.

Lucien Boyer commented: “People expect more from brands and want them to provide compelling content and experiences, when and where they want it. This is the collision of entertainment, marketing, communications and commerce. 

As such, brands need to face this imperative in sourcing all of their communications content from people’s passions, whether that is music, sports, gaming, film, pop culture or fashion...with the ambition of increasing brand love and performance.

Thanks to Cake’s innovative and nimble approach to creativity combined with our expertise, we have the ability to help brands connect with people and build long lasting relationships. Finally, this move means a focused vision on growth and collaboration, carving out an even stronger force within Havas Media Group in the UK and globally, at the heart of Havas, leveraging our unique access to assets provided by our global partnerships with Vivendi's Universal Music Group and STUDIOCANAL.” 

Adrian Pettett, adds, “Cake pioneered the concept of brand entertainment.  This move puts us at the heart of a creative content business, with greater access to partnerships across sports, music, gaming and film. As part of Havas SE Cake, we are more closely aligned with an agency that has the same principles and values as we do, a shared expertise in working with top brand names, and a strong global network. We are all incredibly excited about what the future holds.”


About Cake

Cake was established in 1998 and then later became part of the Havas network after a decade in which the company established itself at the forefront of branded entertainment to create innovative experiences for consumers. Following the deal with Havas, Cake launched its US office in 2009.

Cake has delivered campaigns for the likes of Virgin Atlantic, One Direction, blu, Alton Towers, River Island and Weetabix, and has recently won the PR for V Festival and Virgin Atlantic. Cake develops integrated campaigns through PR, social media and experiential activity, both within the UK and globally.

About Havas Sports & Entertainment

Havas Sports & Entertainment (Havas SE) is the global brand engagement network of HAVAS.

Part of HAVAS MEDIA GROUP, our 35 offices in 24 markets include Havas Sports & Entertainment, Cake and ignition agencies.

Our ambition is to be the best at creating meaningful connections between brands and people via their passions using creativity, media and innovation to deliver experiences, content and social engagement.

Together we are 500+ colleagues with a diverse set of skills and backgrounds, delivering the best in strategy, research, brand communication, activation and social and live experiences globally. This enables us to provide our clients with customized solutions based on a deep understanding of what binds people together into communities: shared passions.

Our deep knowledge of fans also derives from our global study, FANS.PASSION.BRANDS, the largest piece of research ever conducted that aims to understand fans’ engagement with their passions, based on what we term “the Logics of Engagement”.

Havas Sports & Entertainment agencies strategically assess how brands can create emotional relationships with fans and fan communities based around their passion for sport and entertainment through content, SoMe, PR, and social experiences.

ignition is the industry leader in experiential marketing, delivering fully integrated experiences that drive positive actions and attitudes between people and brands.

Our network now benefits from the expertise of five strategic partners: Music Dealers, a global music licensing agency and Independent Artist Community; London-based Seven46, specializing in editorial communications and bid campaigns; Benza, our brand experience partner in Brazil; eventures, an integrated communications agency in Romania and Seaters, an online platform to fill empty seats at sports and music events.

International clients include: adidas, Atos, Barclays, BMW, The Coca-Cola Company, Danone, Delta Air Lines, EDF, ESPN, Heathrow Express, Hyundai, Kia, LVMH, Mars, Nike, Orange, Procter & Gamble, PSA Peugeot Citroën, Puig, Reebok, Reckitt Benckiser, Santander, the United Nations Foundation, Victoria’s Secret, QTA, and Yahoo! and sports organizations such as Roland Garros, the Argentinean Tennis Association, the English Premier League, FIFA, the French Golf Federation, the International Rugby Board, the International Cricket Council, the Italian Rugby Federation, MLB, the NBA and the NFL. 

Further information can be found at www.havas-se.com and www.ignition-inc.com.

Follow us on Twitter at @Havas_SE

About Havas Media Group

Havas Media Group gathers together the global media expertise of Havas, one of the leading global communications and marketing groups.

It consists of three media brands, Havas Media, Arena Media and Forward Media, as well as Havas Sports & Entertainment, the industry’s largest brand engagement network.

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