The Havas agency – which specialises in culture, sport and entertainment – will be responsible for developing Puma’s digital-first women’s strategy and activation from January 2021.
The sportswear brand's strategy next year will focus on “building meaningful connections with the Puma woman through these elements to celebrate her and champion the causes she cares about”.
Cake has also been appointed to run Puma’s UK brand tracker, which monitors its performance among key audiences, and the performance of Puma’s talent roster and partnerships.
Cake will use these findings to better understand how consumer perceptions and values are shifting over time.
"At Puma, it’s key for us to authentically engage our audience through culturally relevant moments, and to really show how we’re championing the role and achievements of women within our society,” UK head of marketing Ruth How said.
“Our strategy needs to be integrated across channels, and Cake came across strongly in terms of meeting this brief.”
Cake managing director Rosie Holden added: “A brand with the depth of experience, expertise and bravery of Puma makes it a dream client to work with. It's great to work with such a forward-thinking team ready to do things differently."
Puma joins a roster of clients that includes BT, EE, PayPal, Unicef, NBA, Molson Coors, Gordon’s and Captain Morgan.