Brand engagement specialists Havas Sport & Entertainment have announced its merger with brand entertainment agency Cake to form a new UK hub for entertainment and content.
Based in Covent Garden, London, the newly integrated Havas SE Cake will be led by Cake co-founder Adrian Pettett, who will in turn report directly to Lucien Boyer, CEO of Havas Sport & Entertainment.
The combined entity will have a turnover of £12m and is expected to foster improved collaboration and synergies resulting in better creative content, media and technology for a host of clients including Carling, Weetabix, Coca-Cola and Barclays – with both businesses continuing to serve their individual clients.
Boyer said: “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.“
Pettett added: “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.”
Havas SE Cake will move into its new premises in June.