Puma appoints Cake for its UK women’s strategy and activation

Puma has appointed Cake to handle its UK women’s strategy and activation, following a competitive three-way pitch.

The agency, which forms the culture, sport and entertainment hub within Havas in the UK, is responsible for developing Puma’s digital-first women’s strategy and activation from January 2021.

Puma is a brand that spans sports, fashion, activism, sustainability, music, entertainment, gaming, and much, much more. The 2021 strategy will focus on building meaningful connections with the PUMA woman through these elements to celebrate her and champion the causes she cares about.

Following the pitch, Cake has also been appointed to run the sports brand’s UK brand tracker. This will enable Puma to monitor the brand’s performance over time amongst key audiences, as well as track the performance of their talent roster and partnerships. The findings will be used to better understand how consumer perceptions and values are shifting over time, which will ensure more relevant and meaningful activity.

“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. Our strategy needs to be integrated across channels and Cake came across strongly in terms of meeting this brief,” Puma UK Head of Marketing, Ruth How, said.

Cake Managing Director, Rosie Holden adds, “At Cake we’re about building connections between people and brands through creativity and popular culture – we’re passionate about working with brands like Puma who share our mindset; who are care about delivering truly meaningful work.

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.”

Cake adds Puma to a roster of clients which includes BT, EE, PayPal, UNICEF, NBA, Molson Coors, Gordon’s and Captain Morgan.


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