Havas Sports & Entertainment UK and Cake, both part of the Havas Media Group (HMG), are coming together in the UK to form Havas Sports & Entertainment Cake (Havas SE Cake) – with a combined turnover of £12m.

Havas SE Cake will be based in London’s Covent Garden from June. Both teams will be integrated under the leadership of Adrian Pettett, CEO and co-founder of Cake, as CEO of Havas SE Cake. Pettett will report to Lucien Boyer, president and global CEO of Havas Sports & Entertainment.

Havas SE Cake will foster increased collaboration, driving synergies to connect brands with people via their passions, using creative content, media and technology.