Xfm budget cut causes Cake to resign brief

Guerilla marketing agency Cake has resigned its PR account with

radio station Xfm following a cut to the client's marketing budget.



The station this week brought its press office function in-house with

the appointment of Sacha Taylor-Cox as head of press.



Taylor-Cox joins from entertainment agency Slice, where she was a

director. She will report to marketing head Charlotte Soussan, who said:

'We'll still use Cake for stunts but have decided against using a

retained agency.'



Cake has handled Xfm's PR since 1997 when the station won a licence to

broadcast.



Xfm, which broadcasts on an FM frequency in London and nationally on

digital radio platforms, has carved a name for itself with eclectic

playlists featuring alternative, indie and dance music.



The station's PR plans for 2002 revolve around gaining publicity for its

DJs. Specifically, it faces the issue of how to secure share of voice

for breakfast show host Christian O'Connell. Plans include raising his

profile and that of TV presenter Dermot O'Leary, who hosts a Saturday

morning show on Xfm.



Last month, Cake reshuffled its top tier of management, creating a new

role of chief executive for founder and MD Mike Mathieson (PRWeek, 11

January).



At the same time, the MD role was filled by Darren Thomas, formerly

marketing manager at Frucor Beverages.



Mathieson now focuses on non-PR divisions of the Cake Group, including

Cake New Media and Cake Design.



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