Havas Play UK, also known as Cake, is a privately owned company headquartered in the United Kingdom. It operates under the Havas Creative Network. Founded in 1999, it employs approximately 180 individuals, functioning as an advertising, marketing, and media agency. The company specializes in creating branded entertainment and experiences for brands across culture, with a focus on music, sport, gaming, TV, film, and fashion. Its in-house team delivers services including sponsorship identification, management, and activation; 360 social media services; live and digital experience; influencer and creator marketing; media partnerships; and branded content and production. Havas Play UK works with brands and rights holders in sport and entertainment, such as Arsenal, Adobe, BBC, Bethesda, Aston Martin F1, Commonwealth Games England, EE, Jaguar Land Rover, JBL, Montirex, Magic: The Gathering, Major League Baseball, The FA, and World Rugby, providing integrated campaigns.
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