Who We Are?

We are 70 individuals based in central London with background as diverse as advertising, design, web, PR, talent management, event, production music business, television,journalism, finance and basket weaving. One of these is a lie.

Cake began life at the end of 1998 with the coming together of three frustrated individuals. Mike Mathieson, a music industry PR man who preferred brands to bands, Mark Whelan an ad agency account man who was both strategic and creative and Ben Jones an ad Art Director who wanted to take ideas beyond convention. And so it was that these three misfits created a misfit company that specialised in Brand Entertainment.

At the beginning there were about 8 of us working on a nucleus of clients from Mikes former business FFI these included Evian, Rizla, The V Festival and Guinness. Pretty early on we won Nintendo and started planning the launch of Pokemon onto an unsuspecting British public. We cite the launch of Pokemon on September 30th 1999 as the first Brand Entertainment moment, and it must be true because the phone has rung ever since!

In 2002 we were joined by former Loaded Publisher Adrian Pettett to the top-table as Commercial Director and under his stewardship have seen Cakes output in branded content rise exponentially. In fact, to date, Cake has made more Brand Funded programmes than any other agency in the UK.

In 2003 Cake moved from the Mission Hall in Olympia to its current location just off Charlotte Street. Cake now employs 65 slightly more conventional misfits and we continue to champion the way in Brand Entertainment.

October 2007