The new 'hub for entertainment and content' will be based in London’s Covent Garden from June. Both teams will be integrated under chief executive Adrian Pettett, chief executive and co-founder of Cake.
Pettett will report to Lucien Boyer, president and global chief executive of Havas Sports & Entertainment. Management teams from both Cake and Havas SE will support him in the role.
With a combined turnover of £12m, the new agency aims to foster increased collaboration to connect brands with consumers through creative content, media and technology. The venture will offer experiential, content creation, PR, social and digital activation and strategic consulting.
Cake’s current clients include Carling, Weetabix and the recently-won V Festival and Virgin Atlantic, while Havas SE brings The Coca-Cola Company, Barclays and Fifa to the roster table.
The new UK model will be held up as a blueprint for future entertainment and content hubs, which will be rolled out globally in the coming months. The news comes ahead of the 2017 opening of Havas Village UK in London’s King's Cross.
Pettett said: "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."
Boyer added: "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."
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