She fills a three-year vacancy, stepping up from managing director
Havas-owned creative agency Cake has promoted Rosie Holden to become its new chief executive, succeeding Adrian Pettett, who left after seven-and-a-half years.
Holden was previously managing director for the agency, which specializes in sports, entertainment and culture, filling a role that has been vacant since 2018. Xavier Rees, Havas London’s chief executive, has been overseeing it in addition to his main responsibilities, which will now pass onto Holder.
Pettett left the business to become chief executive of content production company Done+Dusted.
Following a year in which the agency claims to have recorded revenue growth of 45%, Holden will head a leadership team of 10, working with brands and rights holders such as Major League Baseball, Arsenal FC, Aston Martin F1 Team and Diageo brands Captain Morgan and Gordon’s gin. The business offers creative services such as communications, social influencer and culture marketing partnerships alongside sponsorship strategy and activation, digital experience and production.
From Karmarama to Cake
Holden joined the business at the start of 2019 from Karmarama, where she was managing partner, leading PR and social influencer services and working with brands such as Diageo and Nike. She was also managing director of John Doe for six years prior to that.
“Over the past three years, we’ve followed a clear strategic direction, building a team of best-in-class talent and attracting brilliant new brands to complement our long-term partners,” Holden said in a statement. “These, plus the scale and access to complementary specialisms within the Havas Village, make us perfectly positioned for further success at what is an exciting time for the industry post-pandemic.”
She will now report directly to Rees who, alongside Havas London, also heads Havas CX Helia.
He added: “Since joining Cake, Rosie has done a truly impressive job of leading, growing and reenergizing a great agency, returning it to its very best. Now, it is doing some of the most interesting and innovative work—for one of the most enviable client lists—in its field, with tremendous growth fueled by happy people and happy clients. Rosie’s promotion is incredibly well-deserved, and I know it will prove very popular with the whole Cake crew.”
