Havas Sports & Entertainment

Media Center


Following the success of Cake London (recent Cannes Bronze Media Lions winners) and Cake New York, Havas Sports & Entertainment has now launched Cake Paris to the French market. Cake Paris puts creativity and fresh ideas at the heart of its communication strategies, in order to help brands integrate themselves into the daily lives of their consumers.

A creative hot house, Cake Paris aims to take a brand’s message and bring it to life by creating unique experiences for consumers, turning them into fans. The agency will develop interactive buzz marketing campaigns, websites, branded content and social media campaigns. It will offer a full service to clients, from the conception of great ideas through to their realization.

“After 12 years in London and two in New York City, we are excited to have the opportunity to bring our creative offer in brand entertainment to Paris. The launch of Cake Paris will bring even more new ideas and engaging communication strategies to the Havas Sports & Entertainment network” said Mike Mathieson, CEO and founder of Cake.

Cake Paris will be supported by the expertise and services of Havas Sports & Entertainment France. It will also work closely with other Havas group agencies in France, including Havas Event and Havas Productions. They will be integral to the development of the larger Havas Media France offer.

With 24 employees at present, Cake Paris is managed by four associate directors. Michael Bernier and Sébastien Perrier will be responsible for commercial development, Alban Penicaut creative direction, and Frédéric Saint-Sardos the digital and social media expertise.

The new agency aims to follow in the footsteps of its well-established partners in London and New York. Cake’s client roster includes a wide variety of brands, namely IKEA, BSkyB, Volvo, Orange, Unilever and Coca-Cola among others.

Lucien Boyer, President and CEO of Havas Sports & Entertainment said: “We are proud to have had Cake as the most creative part of our network since 2008. Cake had been pioneering brand entertainment and creative communications in London for years before we opened Cake New York in 2009. Cake's work as part of Havas Sports & Entertainment has truly broken the mould - helping brands create engaging and entertaining campaigns which add value to the daily life of their consumers. Havas Sports & Entertainment is proud to bring Cake Paris into the network, to face new challenges with its innovative and creative communications solutions”.


Associate Director of Business Development, Michael Bernier, 31, is an ESP graduate, lecturer at the IAB and Buzz consultant on LCI. After completing his studies at Publicis Conseil and DDB Paris, Michael gained experience in the field of international coordination at Publicis South Africa and Euro RSCG Singapore. In April 2007, he founded Chainsaw, an agency dedicated to viral marketing and branded content. His job is to develop content that will allow brands to communicate in an original and innovative manner via entertainment. He has worked with clients such as Canal +, Ikea, Whirlpool, Sony BMG, Warner Chappell, Renault, Volvo, Sun, Nestle, AOL, Aubade.

Associate Director in charge of business development and of expertise in CMI, Sebastien Perrier, 34, is an EDHEC graduate. He has worked in communication and marketing for 10 years with the Havas group, at first, in the digital field as a consultant in the exploitation of digital rights for sports operators and telecom brands, and later, at Havas Sports & Entertainment where he developed integrated marketing communication campaigns with strong event and digital dimensions for clients (adidas, Coca-Cola, Orange, Peugeot, Reebok, Unilever ...) in order to engage the consumer and increase brand preference. Member of the Executive Committee of Havas Sports & Entertainment since 2009, he is also involved in various institutes (Media Institute, Edhec, ISG, ESCE, etc).

Associate Director and Creative Manager, Alban Pénicaut, 34, got his start at Clemenger BBDO, Saatchi & Saatchi, BDDP & Sons, and Tbwa Map - Chainsaw (2007-2010). He has worked with the following clients: Orange, Absolut, Vedior Bis, Aubade, BMW, Mini, Desperados, France 5, Armani, DFS, Toyota...

Associate Director in charge of Digital and Social Media Expertise, Frédéric Saint-Sardos, 45, is a CFPJ and ESCP Europe graduate. Former professional rugby player, he has twenty years of experience in media, journalism and with the internet, most recently as VP Media & Content for Alice-Telecom Italia and as General Director assigned to New Sports Media, and Media and Strategy. After creating a consulting company for businesses in the field of new technologies, he joined Havas Sports & Entertainment as Head of Digital & Brand Content where he has created and developed the social media offer.

About Havas Sports & Entertainment

Havas Sports & Entertainment is Havas Media’s global brand engagement network and operates globally through 25 offices across five continents.

Its 400 professionals connect brands to fans by helping them share who they are in relevant, meaningful and inspiring ways by developing great ideas. This could be in the form of sponsorship, content creation, partnerships, celebrity endorsement… In turn, they help take consumers, turn them into fans and ultimately into true brand loyal advocates - customers. The reason we are successful is because we listen, we empathize, we measure and we analyze the communities that fans belong to, to ensure that what they want and what brands want to offer is aligned. In so doing, we help enhance their passions.

Havas Sports & Entertainment’s international clients include: Coca-Cola, adidas, Hyundai Kia, Castrol, Louis Vuitton, Orange, Veolia, Yahoo!, Allianz, Mars, Repsol, Areva, BMI, Santander, EDF & EDF Energy, Puig, Motorola, PSA Peugeot Citroën, Reckitt Benckiser and Lloyds Banking Group. Sports organizations include FIFA, the Argentinean Tennis Association, the English Premier League, the International Cricket Council, the 2011 Pan-American Games, the Annecy 2018 Bid Committee, the Ryder Cup 2018 French Bid, and media groups such as Sky TV and Bolloré Media. Havas Sports & Entertainment is the official organizer of the Global Sports Forum Barcelona, alongside the City of Barcelona.

Havas Sports & Entertainment incorporates the audio-visual production company Havas Productions (France), the event production company Havas Event (France), as well as brand entertainment pioneers Cake, set-up through offices in the UK and the US.

For more information please visit www.havas-se.com, join our Facebook community (www.facebook.com/havas.se) or follow us on Twitter (@havas_se).

About Havas

Havas (Euronext Paris: HAV.PA) is a global advertising and communications services group. Headquartered in Paris, Havas operates through its two Business Units, Havas Worldwide and Havas Media, in order to optimize synergies and further reinforce Havas's position as the most integrated of all of the major holding companies. Havas Worldwide incorporates the Euro RSCG Worldwide network as well as agencies with strong local identities: Arnold in the USA and the UK, H and W&Cie in France… Havas Media incorporates the MPG, Arena Media, Havas Sports & Entertainment and Havas Digital networks. A multicultural and decentralized Group, Havas is present in more than 75 countries through its networks of agencies and contractual affiliations. The Group offers a broad range of communications services, including traditional advertising, direct marketing, media planning and buying, corporate communications, sales promotion, design, human resources, sports marketing, multimedia interactive communications and public relations. Havas employs approximately 14,000 people. Further information about Havas is available on the company’s website: www.havas.com

Havas Sports & Entertainment Press Contact:
Melina Baetti / +33 (0)1 58 47 82 56