CAKE

Brand entertainment specialist Cake, set up in 1999, offers integrated brand entertainment solutions across PR, experiential live events, digital, design and AFP.

The agency, based in central London, employs 60 people and is run by partners Mike Mathieson (CEO), Mark Whelan and Adrian Pettett.

Brand entertainment is when a brand provides and pays for consumer entertainment that’s engaging in its own right and enjoyed first and foremost for its entertainment value but which also carries the brand messages. A whole range of media channels can be used: TV, film, radio, internet, live events/gigs, sports, and even books.

As leaders in the market, Cake has been responsible for a number of media ‘firsts’. Cake was behind Orange Playlist – the first ever AFP on ITV to carry the brand in the title. So good, it was the first AFP ITV ever re-commissioned with nearly 33 million tuning into Orange Playlist 2.

Another media first, Cake was also responsible for branding Brockwell Park lido with Evian – cleverly right under the flight path into London. Also for Evian, back in 2002 the brand entertainment agency created limited edition ‘Kylie’ water. The bottles grabbed huge headlines and wound up on eBay selling for £60 a bottle.

In 2004, Cake even staged an open-air, multimedia event at minus 30 degrees in the Arctic Circle to promote Lynx. With live performances from acts including Faithless and Shaznay Lewis, ‘Below Zero’ aired as an one-hour AFP on Channel 4.

And always keen to go to extremes, Cake more recently (September 2006) turned London’s Trafalgar Square in to Red Square for a Scissor Sisters gig to promote Motorola’s RED phone – the first handset ever created to raise money for AIDS in Africa. The live music event of the year was broadcast on Channel 4 with over 2 million people tuning in. Quite simply brand entertainment at its best.

For more examples of brand entertainment, visit www.cakegroup.com

Staff

Mike Mathieson -CEO)

Mark Whelan - Creative Director

Adrian Pettett - Development Director

External links

Official site