Cake picks up Shop Direct consumer PR account

Cake has replaced Cow PR as the retained consumer agency for Shop Direct, the owner of retail brands including Very.co.uk and Littlewoods.com.

Myleene Klass: Models for Littlewoods.com
Myleene Klass: Models for Littlewoods.com

Cake will work with the brands’ in-house PR, SEO and social media teams to develop strategies to drive traffic and sales across the digital retailers. Cake managing director Jim Dowling will lead the account reporting into Ben Cooper, Shop Direct’s head of PR and social.

Cooper said: "We were looking for first-rate creativity, backed up by a solid knowledge of the modern PR landscape and we met with a lot of agencies during the process. Ultimately, the Cake team proved to us that they could not only deliver innovative strategies, but ones layered with the creative flair which can drive real business change."

Dowling said: "It is a dream brief for us – working with such a digitally-innovative retailer and a socially engaged audience. Very.co.uk’s rapid growth in only five years has been massive, and Littlewoods.com’s transformation into a digital retailer has been equally impressive. We’re looking forward to getting started."

Shop Direct continues to retain Lee Publicity for fashion and product placement PR.

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