Cake is an ideas company that helps brands become part of peoples’ lives. We call this Ideas Incorporated. We make it happen through PR, social media and experiential activity. Cake is made up of 65 experts from varied backgrounds. The days are over of brands telling people how to live, or worse, disrupting their lives. The power has shifted to consumers to edit, ignore or even campaign against brands. Brands need to find a way to be of use, to add value or to entertain in order to get invited in.
We believe that the way for brands to connect to audiences is for their campaigns to become incorporated into their lives. It is about thinking of consumers as people, not targets, and turning them into fans.
Cake is a full member of the IPA (Institute of Practitioners in Advertising) and the PRCA (Public Relations Consultants Association), achieving a score of 94 percent in the CMS (Consultancy Management Standard).
As CEO of Cake and a board member of Havas Media U.K., Mike oversees 65 people in the U.K. and U.S. Cake offices, is still hands-on with key clients and assists Havas in developing global opportunities for the group.
After 10 years in advertising, Mark left agency structural chains and set up the independent “ideas” consultancy IE (Ideas Exchange). In 1998, Mark merged IE into Cake with Mike Mathieson; he oversees all creative output across all of our clients.
A former director at Ketchum, Porter Novelli and Communiqué PR, Chris joined Cake in 2005. Providing strategic guidance to all of Cake’s clients, Chris ensures a seamless strategy that incorporates traditional print and broadcast media as well as social media and experiential.
In 2001, Jim became our first planning director. A stint with Ogilvy PR in Asia-Pacific saw him develop global insight and digital expertise before returning to Cake in 2008. He now oversees strategy, creative and execution and takes responsibility for our social media clients.
87-91 Newman St.
London, W1T 3EY