PUMA appoints Cake to handle UK women's strategy

20 Nov 2020

By: Sport Industry Group

PUMA has appointed Cake to handle its UK women’s strategy and activation, following a competitive three-way pitch.

The agency, which forms the culture, sport and entertainment hub within Havas in the UK, will be tasked with developing the brand’s digital-first women’s strategy and activation from January 2021.

According to the pair, the strategy will focus on building meaningful connections with the ‘PUMA woman’ to celebrate her and champion the causes she cares about.

"At PUMA, it’s key for us to authentically engage our audience through culturally relevant moments, and to really show how we’re championing the role and achievements of women within our society, said, Ruth How, Head of Marketing, PUMA UK.

“Our strategy needs to be integrated across channels and Cake came across strongly in terms of meeting this brief."

Rosie Holden, Managing Director, Cake, added: "At Cake we’re about building connections between people and brands through creativity and popular culture – we’re passionate about working with brands like PUMA who share our mindset; who care about delivering truly meaningful work. 

“A brand with the depth of experience, expertise and bravery of PUMA makes it a dream client to work with. It's great to work with such a forward-thinking team ready to do things differently."

Following the pitch, Cake has also been appointed to run the brand’s UK brand tracker to monitor performance over time amongst key audiences, as well as track the performance of its talent roster and partnerships. The findings will be used to better understand how consumer perceptions and values are shifting over time, which will ensure more relevant and meaningful activity.

The news sees Cake add PUMA to a list of clients which also includes the likes of BT, EE, PayPal and UNICEF.