Havas SE and Cake create single hub

Adrian Pettett, CEO and co-founder of Cake will lead the new hub which will be based in Covent Garden, London where both teams will be integrated.

Pettett will report to Lucien Boyer, president and global CEO of Havas Sports & Entertainment.

Havas SE Cake has a combined turnover of £12m. It will bring together both agencies’ expertise in content creation, PR, experiential, social/digital activation and strategic consulting.

The company said 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. It also comes ahead of the 2017 opening of the Havas Village UK home in London’s Kings Cross.

Cake was established in 1998 and then later became part of the Havas network.