The new Ford Fiesta launches across Europe from October 2008 and Cake will handle pan-European consumer PR. The campaign will run primarily in the UK, France, Germany, Italy, Spain and Hungary.
The appointment follows a pitch process handled by the AAR that saw a list of 12 agencies whittled down to a final three. The other agencies making the final stage of the tender process are believed to have been Brando and Exposure.
Cake head of PR Chris Wood said: 'We have come up with one central idea that is designed to encourage consumers to reappraise the Fiesta.'
Cake's remit covers concept creation, collateral development and strategic co-ordination across the territories, as well as direct media relations work in the UK in close co-operation with Ford's in-house European PR team.
Wood leads a seven-strong team reporting to Ford of Europe's consumer PR manager Fiona Pargeter.