• by Steve McClellan  @mp_mcclellan, May 21, 2015

Havas Sports & Entertainment and sibling branded-content shop Cake are merging in the UK to form a new agency, Havas SE Cake, that will have entertainment and data-driven content capabilities at the core of its offering. Havas said it would use the new setup in the UK as a blueprint for future entertainment and content hubs that the company will be rolling out globally in the coming months. 

The merged operation, part of Havas Media Group, will service Cake and Havas SE’s combined client portfolio including Carling, Virgin Atlantic, The Coca-Cola Company, Barclays, and FIFA. 

With annual revenue of close to $20 million, the newly merged entity offers expertise in content creation, PR, experiential, social/digital activation, and strategic consulting on behalf of brands and rights holders. 

The new operation will be overseen by Adrian Pettett, CEO and co-founder of Cake, who has been named CEO Havas SE Cake. He will report to Lucien Boyer, president and global CEO of Havas Sports & Entertainment. 

Boyer, commenting on the move, said: “We have the ability to help brands connect with people and build long-lasting relationships…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.” 

Boyer also noted the new unit’s access to assets provided by partnerships with Vivendi’s Universal Music Group and StudioCanal. The alliance with Universal Music Group was announced in January. Havas parent Bollore Group now has a nearly 15% stake in Vivendi, with ambitious plans to grow the company.