The brewing giant has drawn up a shortlist of agencies and an appointment is expected within days.
Cake is one of four agencies that have pitched for the business, along with incumbent agency KLP Euro RSCG, which has held the account for at least three years and re-pitched. The Outside Organisation and LD Publicity have also pitched for the contract.
The brief up for grabs includes consumer PR work for Carling's music sponsorships, such as Mean Fiddler's annual Reading/Leeds rock festival in August, plus event management work.
Coors head of sponsorship Stuart Cain - to whom the agency will report - confirmed that he had seen pitches for a 'wide-ranging' remit and said a decision was likely 'within a couple of weeks'.
He added that a decision had not yet been made as to whether to hire one or two agencies.
Last month, Carling signed a three-year, £3m deal to rename some of the UK's best-known music venues.
The deal, which the PR strategy will promote, sees four venues - the Brixton Academy, Birmingham Academy, Bristol Academy and the soon-to-open Glasgow Academy - all renamed as the Carling Academy, suffixed with their location.
The agency will also promote Carling's series of 'Homecoming' gigs, in which bands such as the Manic Street Preachers and the Charlatans have previously performed.
Coors Brewers' portfolio also includes Worthington Draught Bitter, Caffrey's Irish Ale and Grolsch (brewed under licence), plus alco-pops such as Reef, Red and Blue.
Coors received UK regulatory approval for its £1.2bn purchase of the Carling division of Interbrew's Bass Brewers in February last year.
Golin/Harris International picked up the core PR account including then-Bass brands - such as Carling and Worthington - after a review almost one year ago (PRWeek, 25 January 2002).
Golin/Harris - which also handles comms for Coors in the US - handles UK corporate reputation work, reporting to director of comms Lesley Allman.
Golin/Harris also handles the Coors-backed 'Beer naturally' campaign and football work, including Carling's 'Forever Football' programme and PR on the Worthington Cup.
The former incumbent on consumer PR work for Bass was Shilland Communications.