Cake | Sport & Entertainment Agency

The HKX Building
3 Pancras Square

+44 (0) 20 3793 3800

Tracey Barber
Global CMO


Cake is the sport, culture & entertainment hub of Havas. We create meaningful connections to brands through culture. We deliver meaningful connections through, experiential, PR, sponsorship, activation, partnerships and earned media.

Some of our work


Introducing Shudu

EE were the first mobile network to launch 5G. As title sponsor of the 2019 BAFTAs, attended and watched by thousands, the red carpet was the perfect opportunity to showcase the superior mobile network. But how do you connect fashionable fans with the live red carpet experience? You create the world’s first 5G AI stylist. Using 5G we were able to bring CGI supermodel Shudu to the red carpet, live via hologram, and then use AI technology to bring affordable red carpet looks to fans via EE’s Instagram Stories. Shuda was a hit, with over 600k people viewing EE 5G network coverage messaging.


A new partnership

Using their new partnership with The FA, PayPal wanted to enable Sunday League footballers to pay their match fees, for the first time ever, using their smartphones. We spread the message beyond traditional trade media to drive awareness of the new partnership and ultimately downloads. We captured editorial and social content using former England footballers, who highlighted the familiar pain-points of the grassroots game’s cash reliance in a relatable way for Sunday League clubs to identify.  Resulting in 750 engaged grassroots clubs and over 4000 app downloads on launch day. 

BBC Sounds

The London Ear

In 2018, the BBC united their audio offerings onto one personalised app and website, creating BBC Sounds. As their biggest product launch, in over a decade, we worked with them to deliver ‘The London Ear'. In an epic activation, we branded 6 pods of the London Eye and managed a live broadcast show in each. While also taking over neighboring County Hall to project a 60 second projection, lighting & audio show to promote the app. BBC Sounds reached 47 million people in the first week, equating to circa 70% reach of the British public for the campaign as a whole.


The Carling Call-In

The “Carling Call-In”, a 20-part content series created alongside COPA90, allowed fans to ‘call-in’ to express their views on their team’s latest performance. Using their recording as a voiceover, we took Premier League footage from relevant matches and added visually engaging animations to create social media content. This was a genuine Premier League first - no other brand partner had ever been allowed to alter footage. So not only did we change the way the Premier League allowed its footage to be published, we published it in a culturally relevant way to new audiences for Carling. The campaign over-delivered and significantly impacted community growth for Carling-owned channels.


The Gordon's Line

Gordon’s appointed Cake in early 2019, as their EMEA Culture & Entertainment agency, to create a culture strategy and subsequent activation plan, to embed them in a relevant and ownable cultural territory that connects the brand to consumers through meaningful experiences. Our first activation was inspired from the reality that the daily commute should provide a great moment to stop and relax after long hard day of work but actually 2/3 of travellers hate it. The Gordon’s Line, was a signature green boat that set off from Canary Wharf, travelled along the Thames and brought to life the good bits of commuting including music from a live saxophonist and a live recording of the Nobody Panic podcast.

Some of our Clients

Barclays BBC Beats Campo Viejo CAPTAIN MORGAN Carling Chelsea FC Coca Cola COMMONWEALTH GAMES ENGLAND Coors Light e45 EA EE Emirates Gallagher GORDONS Hyundai LG Liverpool FC Optrex Ovo Energy PayPal Popsockets Premier League Rekorderlig Sony Sport England Studio Canal Vivendi Wanda Group

Services and People


Sponsorship Activation
Earned Media Content


Rosie Holden
Managing Director

Emma Lax
Strategy Director

Sally Barr
Head of Social

Kim Frost
Joint Head of Partnerships and Activation

Lucy Basden-Smith
Joint Head of Partnerships and Activation

Alex Groom
Associate Creative Director

Charlie Piggott
New Business Director

Where to find us

Find us at HKX,
we'll be at:


Contact & Careers

Contact Us

Tracey Barber
Global CMO


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