Reebok replaces Cake with M&C Saatchi for UK

Reebok has handed its UK account to M&C Saatchi Sport & Entertainment, ending a six-year relationship with Cake.

M&C Saatchi has been its pan-European sports and entertainment adviser for two years.

The move is part of a review of agency relationships following its acquisition by Adidas in 2005.

Reebok’s pan-European lifestyle account stays with entertainment agency Freewheelin’ Media, a relationship that is not under review.

M&C Saatchi won its contract after a competitive pitch and starts work on the account on 1 February.

Cake said it declined to take part in the repitch.

M&C Saatchi has recruited Hill & Knowlton account director Jo Bayles to work on the account. She previously worked on Adidas.

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