"We're a PR 2.0 business," said Adrian Pettett, MD of Cake US, who will lead the team of seven in New York. "Our focus is on digital communications and digital PR. It's about developing integrated, strategic solutions around principles of entertainment: music, film, television, sports."
The agency planned the launch for more than a year and is working with other Havas agencies on projects, including partnering with Euro RSCG Worldwide PR on the work for the Prince Charles Rainforest client. The economic environment didn't deter the agency from making the leap to the US, Pettett said.
"There are always challenges starting a new marketing business anywhere in the world, particularly in New York and particularly at the moment," he said. "Having said that, a lot of what we do actually is interesting to clients, because it's not always a $2-million conversation. A lot of things we can execute online, digitally, and through experiential."
Pettett, who has been with Cake for nine years, hopes the firm will establish itself as a major player in the US and emulate the success Cake has had in the UK.