Cake has won a competitive pitch for the PR account for V Festival sponsored by Virgin Media, in the festival brand’s 20th anniversary year.

The agency will run all consumer PR and media activity around the festival; the work starts with the launch and build-up to this year’s event, and culminates with festival on-site activity – including accreditation, press office management, artist liaison and press photography.

Cake previously worked for V Festival for 15 years, from 1998 to 2012.

V Festival has been held annually since 1996 in Chelmsford and Staffordshire, with artists playing the two sites across consecutive days on the penultimate weekend in August.