Cake brings in digital head for comms shake-up

Recently acquired consumer shop Cake has poached Fleishman-Hillard's head of digital as the Havas-owned outfit looks to split its offering between comms and content.

Well-known digital PRO Ben Mason will leave Fleishman in two weeks, starting at Cake in late May as head of digital comms.

Cake CEO Mike Mathieson explained that while Mason is not directly replacing anyone at the consumer agency, he will 'inherit a department of four' on the digital side.

'We are making some decisions about how to progress our digital offering at Cake,' said Mathieson. 'Mason will be interfacing with the existing comms team, and working across the board, focusing on clients Motorola, Nintendo, Sky and Expedia, which has a huge online presence.'

Mathieson said the hire comes as Cake looks to change its business model to 'partly comms, partly content'. Mason will work alongside fellow new hire and digital expert Will Scougal, who will be responsible for creating Facebook applications, microsites, branded content and virals. Mason will then promote this content to the digital community.

Cake was bought by marcoms giant Havas two weeks ago for £12m (PRWeek, 4 April).

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