Havas Play UK, also known as Cake, is a privately owned company headquartered in the UK, operating as a subsidiary of Havas Creative Network. Founded in 1999, and employing approximately 180 individuals, the company offers advertising services. Havas Play helps brands engage in culture by creating branded entertainment and experiences across areas such as music, sport, gaming, TV, film, and fashion. The company works with brands and rights holders in sport and entertainment, including Arsenal, Adobe, BBC, Bethesda, Aston Martin F1, Commonwealth Games England, EE (BAFTA, Team Excel & Wembley), Jaguar Land Rover (Rugby World Cup 21/23), JBL, Montirex, Magic: The Gathering, Major League Baseball, The FA, and World Rugby. Its services and capabilities are delivered by an in-house team with expertise covering sponsorship identification, management and activation; social media 360 services, live & digital experience; influencer & creator marketing; media partnerships, and branded content & production, enabling the creation and delivery of integrated campaigns.
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