New Cake MD named

14 Dec 2018

By: Sport Industry Group

Cake has confirmed the arrival of adidas and M&C Saatchi S&E alumnus Rosie Holden as the Havas sport and entertainment agency’s new Managing Director.

It follows the departures of CEO Adrian Pettett, MD Jim Dowling and COO Joanne Warnes from the agency in recent weeks.

Holden arrives at Cake following a short spell as a Managing Partner at Accenture-owned marcomms group Karmarama, which she joined in April this year.

From January, she will spearhead a new Cake leadership team alongside Executive Creative Director, Shirin Majid, who joined the business earlier in the year.

Holden will take oversight of a roster of clients including new additions Gallagher and Rekorderlig, as well as Cake’s long-standing briefs managing EE’s sponsorship of Wembley and leading PR, social and experiential for Carling.

Holden joins Cake having led the integration of existing PR agency Kaper into a broader social and influencer division within Karmarama, looking after Nike and Diageo.

Before joining Karmarama, she had spent seven years as Managing Director at PR agency John Doe, working with brands including adidas Originals and Beats by Dre.

She previously worked client-side at adidas as global PR Manager for sports performance and football and has also held Director roles at M&C Saatchi Sport & Entertainment and Exposure.

Chris Hirst, Havas UK Group CEO, said: “Rosie has an incredible energy and the perfect blend of experience in both sports and entertainment marketing, as well as vital experience client-side in her field.”

Commenting on her new role, Holden added: “Havas is such an exciting place to be right now. There’s an incredible momentum, but there’s also a clear sense of the opportunity that a fully integrated service can offer clients.

“Cake also has an incredible legacy of offering truly innovative experiences long before it became a buzz word for the industry. I just couldn’t resist being a part of it all.”

The appointment comes at the end of a year that has seen significant change at Cake. Long-serving COO Jo Warnes became the latest senior staffer to confirm her departure last month, revealing plans to take up a new position with Octagon in Singapore.