Cardiff agency targets London clients after selling minority stake

Venture capital firm Audere Capital has bought a minority stake in Cardiff-based Cake Communications, allowing it to open a new office in Canary Wharf.

Sara Robinson with Richard Alvin (r) and deal adviser Sheraz Akram (l)
Sara Robinson with Richard Alvin (r) and deal adviser Sheraz Akram (l)

Cake’s client list covers the legal, healthcare, education, retail, property, technology and charity sectors and features Welsh retailer Cwmbran Shopping, charity the British Association of Adoption and Fostering and housebuilder Waterstone Homes.

Audere Capital's founder Richard Alvin will join the Cake board as executive director. Alvin is a former head of PR for the London Docklands Development Corporation and launched business media publishing and research company Capital Business Media.

Cake managing director Sara Robinson said the Canary Wharf office would act as an alternative base for the agency, allowing it to attract more clients based in the city. She is currently working there for one day a week on average, and she hopes this will increase as the London client base grows, she added.

Robinson founded Cake Communications in 2011 after spells at Working Word Public Relations and Axiom Communications. The agency won the Outstanding Small Consultancy award in the 2012 Wales CIPR PRide awards.

Alvin said: ‘Having previously been responsible for managing a £3m contract with one of the then largest PR agencies in the UK - and now coming into contact with numerous agencies through my direct involvement with Capital Business Media - I’ve seen first hand how Cake Communications provide their clients with an excellent level of service.’

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