Havas Media Group's agencies Havas Sports & Entertainment and Cake have announced a merger to become Havas SE Cake, according to Katie Deighton of EVENT MAGAZINE. The office will be based in London's Covent Garden from June. Both teams will be integrated under CEO Adrian Pettett, the CEO and co-founder of Cake. Pettett will report to Lucien Boyer, president and global CEO of Havas Sports & Entertainment. Management teams from both Cake and Havas SE "will support him in the role." The new agency aims to foster "increased collaboration to connect brands with consumers through creative content, media and technology." Cake's current clients include Carling, Weetabix and the "recently-won V Festival and Virgin Atlantic," while Havas SE brings Coca-Cola, Barclays and FIFA to the roster table (EVENT MAGAZINE, 5/21). PR WEEK's Anna Reynolds reported Havas Sports & Entertainment U.K. CEO Tove Okunniwa is leaving the company. The news comes ahead of a "period of change for Havas, with the group set
to move its new European headquarters to London's King's Cross" by the
end of '16. It will use the company's "village" organization, which
sees different parts of the business housed in the same area (PR WEEK, 5/21).
