Global marketing and advertising group Havas has announced it has acquired London based agency Cake, which will become part of its Havas Media division. Cake work with brands looking to market themselves through entertainment based projects, and are perhaps best known in the music space for their involvement in Carling's rather mega marketing activity in the music domain.
Confirming their move into the Havas group, Cake CEO Mike Mathieson told reporters: "This is a great moment for Cake to be joining with a global network of Havas Media's stature. For a while we have been looking for a partner that can further Cake's ambitions and allow us to service our international clients such as Vodafone, Motorola and Nintendo to a new level. Havas Media offers us the opportunity to really expand our horizons to deliver brand entertainment in new territories".
Havas Entertainment's Global CEO Juan Bascones added: "Our group's strategy for expansion is to focus on organic growth, start ups and targeted and timely acquisitions. The integration of Cake into the Havas Media network is therefore a significant move for us - not only do they operate within a growth sector for our group, but they are also recognised as the UK's branded entertainment pioneers. Cake's specialist expertise combined with the team's cultural fit with our existing network will offer a huge benefit to all our clients".