Mathieson becomes CEO in Cake reshuffle

LONDON - Guerrilla marketing and consumer PR agency Cake has reshuffled its top management, creating a new CEO position assumed by former MD and founder Mike Mathieson.

The move sees Darren Thomas recruited from his role as marketing manager at Frucor Beverages to fill the vacant MD position.

Thomas will assume day-to-day control of the agency alongside directors

Jim Dowling, Clare Craven and Claire Mann, allowing Mathieson to take on a more strategic role looking at new avenues of business.

According to Craven, Mathieson will focus on divisions of the Cake Group

such as Cake Design, Cake New Media, and Electric Cake, the firm's

alliance with US viral marketing agency Electric Artists.

'Mike is very entrepreneurial and the company has got so big that its

day-to-day running is a huge job, and he couldn't look at other areas

without the company suffering,' she said.

Thomas has worked alongside the agency for more than six years in his

time as senior brand manager for Cake client Evian, owned by Danone


He leaves drinks group Frucor after working on the launch of its 'V'

energy drink, which currently occupies second place in its market just a

year after its launch.

Mathieson founded Cake with partners Mark Whelan and Ben Jones in 1998, both of whom are now creative directors of the agency.

The change to the management of the agency will take effect next week,

and it is understood Thomas will be undertaking a series of meetings to

brief the agency's clients on the change.

Cake is one of three agencies understood to be pursuing the PR brief for

the cult Action Man toy (PRWeek, 7 December 2001). Industry insiders

suggest the result of the pitch process will be announced later this


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