Havas Sports & Entertainment UK and Cake come together to create new hub for entertainment and content

Brand engagement experts Havas Sports & Entertainment(Havas SE) and brand entertainment agency Cake, both part of the HavasMedia Group (HMG), will come together in the UK as Havas Sports &Entertainment Cake (Havas SE Cake).

Havas SE Cake will be based at a new central London home and both teamswill be integrated under the leadership of Adrian Pettett, CEO andco-founder of Cake, as CEO of Havas SE Cake. Adrian will report to LucienBoyer, President and Global CEO of Havas Sports & Entertainment. Adrianwill be supported in his new role by the management teams coming from bothCake and Havas SE.

Havas SE Cake, which has a combined turnover of £12m, will foster increasedcollaboration, driving synergies to connect brands with people via theirpassions, using creative content, media and technology.

The formation of this new entertainment and content hub combines bothagencies’ expertise in content creation, PR, experiential, social/digitalactivation, and strategic consulting on behalf of brands and rightsholders. The expanded offering is supported by a strong track record forglobal and local clients including the following who work with Cake:Carling, Very.co.uk, Weetabix, Alton Towers and the recently-won V Festivaland Virgin Atlantic – and those of Havas SE, including The Coca-ColaCompany, Barclays, The IAAF, Heathrow Express, Kia and FIFA amongst others.Under the group, both brands will continue to service their roster ofclients.

Havas SE Cake will move into new premises in London’s Covent Garden fromJune, in close proximity to HMG UK’s St Martin's Lane office, puttingentertainment and data-driven content expertise at the core of the Group’soffering, enabling the team to better capitalise on the Havas | Vivendipartnerships with Universal Music Group and STUDIOCANAL.

The newly-aligned UK model is the blueprint for the future of entertainmentand content hubs, which will be rolled out globally in the coming months.Further, the hub is an important milestone ahead of the opening of the 2017Havas Village UK home in London’s Kings Cross.

Lucien Boyer commented: "People expect more from brands and want them toprovide compelling content and experiences, when and where they want it.This is the collision of entertainment, marketing, communications andcommerce.

As such, brands need to face this imperative in sourcing all of theircommunications content from people’s passions, whether that is music,sports, gaming, film, pop culture or fashion...with the ambition ofincreasing brand love and performance.

Thanks to Cake’s innovative and nimble approach to creativity combined withour expertise, we have the ability to help brands connect with people andbuild long lasting relationships. Finally, this move means a focused visionon growth and collaboration, carving out an even stronger force withinHavas Media Group in the UK and globally, at the heart of Havas, leveragingour unique access to assets provided by our global partnerships withVivendi's Universal Music Group and STUDIOCANAL."

Adrian Pettett, adds, "Cake pioneered the concept of brand entertainment.This move puts us at the heart of a creative content business, with greateraccess to partnerships across sports, music, gaming and film. As part ofHavas SE Cake, we are more closely aligned with an agency that has the sameprinciples and values as we do, a shared expertise in working with topbrand names, and a strong global network. We are all incredibly excitedabout what the future holds."

For more information, please contact:

Julia FeldmanGlobal Marketing & Comms Manager

Office Quai 33 - Tour Eurosic, 33 quai de Dion Bouton, 92800 Puteaux, France

Email julia.feldman@havas-se.com Web www.havas-se.com

Tel +33(0)1 58 47 82 72 Mob +33 6 83 26 83 74

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