Launching Gallagher's first-ever Premiership Rugby season

On Thursday 23rd August we launched Gallagher's first-ever Premiership Rugby season, with a new campaign titled Heroes of the Game.

Throughout the season, Gallagher wants to celebrate those in the game who embody the spirit of rugby both on, and off the pitch, so we worked with Gallagher and Premiership Rugby to invite 24 members of the rugby community to Twickenham to stand shoulder-to-shoulder with their club’s star player on the hallowed turf at rugby HQ.


We were lucky enough to take images of all the players individually with their club ambassadors, as well as taking the amazing image of the players and the ambassadors together on the pitch.

Here's the final image as well as some behind the scenes highlights.

Careers in Experiential Event Marketing – Rosie’s story

If Variety is the Spice of Life, Look no Further than a Career in Experiential Marketing.

In fiction, heroines can take the unlikeliest of guises. The insular hacker, Lisbeth Salander from the acclaimed Millennium saga. The defiant Katniss Everdeen from The Hunger Games… or as I recently discovered, Miss Rabbit from… Peppa Pig.

Yes, for all those who have ever had to keep a toddler still for 5 minutes, you’ll no doubt be familiar with a character who can seemingly turn her hand to anything. One moment a bus driver the next a helicopter pilot. In fact, her extensive CV boasts cashier, engineer, firefighter, china shop owner, recycling plant owner, air hostess and librarian, to name but a few.

I’m sure I’m not alone in wanting to take a leaf out of Mrs Rabbit’s book. If variety is the spice of life, then she seems to have it made. That’s why, after graduating from the University of Chichester in 2013, I made a conscious choice (if I repeat this enough it becomes the truth) to try different roles in order to find where I belong.

Having a dance background and being a natural performer, the search proved tricky. I struggled to find a role in where I could express my personality and natural creativity without defaulting to children’s party entertainer.


For 5 years, I managed to stick to the plan I’d set myself. But with many jobs, came many offices. I seemed to always find myself working in office management – an integral cog in any successful company – but a job that didn’t provide the varied and creative opportunities I craved. Sure, I loved meeting the clients and observing the unbelievable work my team had produced – I just wanted it to be my work.

Then, earlier this year, I ended up stumbling across a job spec for an Account Exec. role at Cake. Have you ever read a job description before and felt like bursting into tears because it’s like you wrote it for yourself? FIND THAT SPEC!

It detailed a love for sports and entertainment, offering the opportunity to work at events such as Wembley, Glastonbury and the Baftas – in short, someone who wanted to be involved in crafting experiences for clients and consumers, from start to finish.

Flash forward three months and you can find me in that very role, elated to be writing this piece having passed my probation just moments ago!

And, I am very glad to say, the spec really did live up to the hype. So far, I have worked on EE, Campo Viejo, Brancott, Gaviscon, OVO Tour of Britain, WANDA and NBA to name a few.


Who knew that you could get so much joy from choosing an apron manufacturer, getting the artwork made and signed off, printed and then seeing them worn at a live event? To some this may seem like a small task, but I have learned that – when it comes to the world of experiential event marketing – it’s all about the detail. Those are the little touches that take a consumer’s experience from ‘good’ to ‘outstanding’.

Observing so many talented creatives come together on a brainstorming session for the first time was genuinely electric for me. Seeing the idea come to life, real life, not just on a screen, or an ad on social media, but an immersive journey in which consumers connected or reconnected with a brand is like magic.

So, as before, I find I am still that integral cog. Only this time, I feel like an integral cog in a company which I simply cannot wait to grow within and learn more from, and a company which I am proud to be part of.

Rosie Lutt, Experiential Marketing Exec.

To see more of our work with in experiential marketing and events, see Our Work.

Casa Campo Viejo

Casa Campo Viejo has launched in Manchester at The Loft, the first two days have been a sold out, stunning celebration of togetherness, accompanied by Campo Viejo Wine and a 5 course meal prepared by a Michelin-trained chef Xabi Bonilla.

We look forward to welcoming Manchester this week to take part in an evening of food, wine and conversation.


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From getting a D&AD New Blood Award to becoming Cake's Junior Producer

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This time last year I won a D&AD New Blood pencil for my university Final Major Project, ‘The Best Kind’, and since then it’s been nonstop. 

Since beginning my degree in Digital Advertising and Design, I always wanted to enter the D&AD New Blood awards as soon as I had the skills to do so. D&AD is an organisation that has great precedence among the creative industries and is recognised by them as a young creative really sets you apart from the rest.

When it came to entering, I chose The British Army copywriting brief and having done some research, I found that there were a lot of misconceptions around army recruitment - the thing that drew me to the media and advertising industry in the first place was its power to change these kind of misconceptions. Using skills that I hadn't previously tried, such as copywriting and motion graphics, I challenged the perception that an army career is all about combat and instead highlighted the hundreds of other careers in the British Army, such as a chef, vet or engineer.

It was for this that I was awarded the wooden pencil. On the day I found out I had won, I received a call from Cake offering me a permanent position in the creative team as Junior Producer. I started my role here while I was finishing my degree, exhibiting both my degree show and at the new blood exhibition.

Entering a design competition such as New Blood has taught me a lot about the creative process, and just how much hard work goes into creating industry standard design work – it also thankfully gave me something to show off about in my first Cake company meeting.

Since working at Cake no two weeks have been the same. Some weeks I’m helping to manage the design studio, the next I’m working at premieres or events such as the BAFTA’s. Other weeks I’m working on shoots and overseeing pre and post production.

It was this diversity and creativity that made me want to come back and work at Cake after interning. Anyone can have a great idea, and this is something that is recognised here at Cake, we are one big team with a goal to produce world class creative work.

From new blood pencil winner to working at a pencil winning agency, it’s been a big year!


By Isabel Mandry, Junior Producer

Cake: Through an Intern’s Lens

Louis Phillips, Intern.

Working at Cake has been an incredible experience and something I would highly recommend. Not many people can say that they had the chance to work on a world premiere within their first week of work! Along with working on multiple world premieres across my 6 months and getting to mingle with celebs, I’ve also had the chance to watch football at Wembley from a box, including the League Cup Final.


Having swum competitively since the age of 9, sports has always been my passion and my biggest love. During my time at university it got to the stage where I was constantly being asked by my parents “what are you going to do for work?”, “have you been looking at internships and placements?”. 

Every time I went home, those same questions were asked of me and they started to become more frequent. This lead to me thinking how I could carry on my passion for sports, and get paid for it at the same time, pleasing both myself and my parents.

This is where Cake comes into it. After being put in touch with someone who works at Cake I had two weeks work experience scheduled. Little did I know that these two weeks wouldn’t end after two weeks. After being introduced to various people across different teams I was told that my first job was to watch football. As a huge Manchester City fan this was a dream of mine. It was perfectly acceptable for me to sit and watch Match of the Day as it was part of working for Carling, one of the many exciting clients that you get to work with at Cake.

As my first week went on I was asked if I was free to work the coming weekend for a few hours on a movie premiere. Having never been to one it was an offer I couldn’t refuse as it’s not often that you get to work on a movie premiere during your first week of work. It was work like this, mixed with the kind and good-natured people that made me want to extend my time at Cake.

As the weeks went on, I was introduced to more and more exciting clients and work. Working with the content marketing team and being able to manage a campaign for an interactive business map of London was an exciting time for me as I’d never had the chance to manage my own project. Something that became increasingly more frequent as the months went on.  

Whilst working for the content marketing team and the Carling team, I learnt about a new area of marketing that I’d never knew existed. I was able to spend my time working on football, both in the office and out of it.

Along with Client work, I was also able to manage internal events such as a week-long gaming competition with our Vivendi partners Gameloft, which consisted of me having to play games all week. Not something that everyone can say they do for a living.  As well as the Gameloft event, I also had the chance to organise internal talks for the agency. Although it was on a smaller scale to the Gameloft event, it was an excellent opportunity to manage my own event and do something that I’ve never done before.

Being part of the Vivendi group means that we have access to some incredible clients such as StudioCanal, Gameloft and Universal Music Group, meaning that work can span across sports, film, gaming, music and entertainment. This variation means that there is never a dull moment and there is something exciting going on every week.

Working at Cake has been an unforgettable opportunity, and one that I would thoroughly recommend as it has provided me with endless opportunities and invaluable experience, across various clients and teams.

Eminem's augmented reality experience

One of the world's biggest names in hip-hop, Eminem, to many fans surprise has released his own augmented reality app. Eminem Augmented is now available on the App Store to coincide with his list of 2018 performances which started at Coachella last weekend. 


The app includes two AR experiences for fans to try out at home including a portal into Shady's World - but the real highlight of his app is what you can do at live shows. Geo-tagged and time-coded AR experiences allow fans to use their phones to expand the concert experience in a brand new way. 

The modern generation are always filming, Snapchatting, uploading to their Instagram stories and all sorts with their mobile phones during events like music festivals. Eminem is joining this behaviour by giving fans a way to use their devices during his shows to add to the experience, rather than take them away from it. An innovative use of augmented reality by the rap god. 

A week with Gameloft

The HKX Building was engulfed with the gaming craze as we spent a whole week getting the low-down on mobile gaming by one of the best in the business.    

Through our relationship with Vivendi we teamed up with Gameloft, one of the biggest mobile game developers in the world, to showcase to us everything they do in the world of gaming.

We had a deep-dive on the vast advertisement spots available to brands, the licensing opportunities to create new games and where the world of mobile esports is heading. Not only did we hear all about the world of Gameloft, we had the chance to get hands on with two of their most popular game titles in our own HKX Gameloft arena.

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Everyone was invited to come and try out some of the games Gameloft has to offer, with the chance to win a brand new iPhone X. The rules were simple, collect the most bananas on Minion Rush or set the fastest lap times of Asphalt 8 and the iPhone X was yours.

After a week of intense competition, hundreds of keen players, close scores and even a tie-breaker situation Will Jackson and Clemence Delahaye came out on top. 

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the cake quarterly

Welcome to The Cake Quarterly, a wrap up of what we’ve done, where we’ve been and who we’ve been talking to in the world of sport and entertainment. 

Firstly, let’s talk film.

So far this year, team STUDIOCANAL has already produced a green carpet for EARLY MAN and a stunning red carpet for THE MERCY, featuring top Hollywood talent such as Eddie Redmayne, Maisie Williams, Tom Hiddlestone, Rachel Weisz and Colin Firth. Check out our Work section to see the fruits of our labour. Stay tuned for a write up of last night's premiere of The Guernsey Literary Potato Peel Pie Society with the beautiful Lily James. 


We were also on the red carpet at the BAFTAs with EE managing a 150 person VIP programme, 475 competition winners and a shoppable red carpet experience. Read more here.

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Sport wise, we've also had a punchy start to the year. 

Cake’s Kim Rhodes is currently touring the world for Coca-Cola’s Global FIFA World Cup trophy tour, visiting 36 cities in 45 days, and engaging with over 90,000 fans. Read Kim’s half way story here. We’re also busy prepping for part two of Barclays’ Game Changing campaign, which was launched to the media with brand ambassador Frank Lampard earlier this year. Read up on our journey so far, and keep an eye out in the coming weeks for the next phase of the campaign.


And then there's Wanda. Since winning the Wanda business last summer the team have been full speed ahead planning an activation campaign for the FIFA World Cup 2018. With 64 days to go until the team go on site for seven weeks to deliver the project, we wanted to give a small glimpse into what we’ve been up to:

  • Tickets – we’ve built Wanda its own bespoke online portal to manage over 11,000 tickets to the World Cup, manually liaising with each individual throughout their accreditation process

  • Hospitality – we’re preparing to host 2,000 guests in Russia over the tournament, prepping venues and schedules for a multitude of events

  • Experiential – we’ll be activating x2 experiential areas during the tournament, one at Luzhniki stadium where the final will be held, and another at Red Square

We got stuck into the Winter Olympics with BBC Sport to target the younger generation for its coverage of the Games. Check out the content we produced here.


In people news..... We’ve had two amazing new starters to the Cake team in the last couple of months, Shirin Majid as ECD and Sally Barr as head of social. What’s more, Adrian Pettett (CEO), Jim Dowling (MD) and Richard Gillis (Managing Partner) were all included in PRWeek’s 2018 Power Book, bravo gents.

So there we have it. A quick snapshot of the first 3 months of 2018 at Cake. 

See you in June. 


Liam Thompson, Account Exec

We were invited to an Ad Week talk on "What brands need to know about Esports" to hear from a panel of industry leading figures on what it takes for brands to enter the exciting and huge world of competitive gaming. 

The esports industry is huge and for a brand new to the space it can feel overwhelming with the amount of possibilities, but this is also a positive. With so many opportunities you can tailor an idea to your brand, make it as authentic as possible and have the option to do something entirely new.

Brands first need to identify what audience they are trying to reach, and which games will lead them to it. There are big differences between the audiences that watch FIFA compared to Counter Strike for example. That audience won't just live on the usual platforms either, you need to expand out to the places where esports is thriving like Reddit and Discord. 

Five things to know about esports:

  • Each game is uniquely different  
  • Fans aren't where you expect to find them
  • Traditional sports are moving into esports  
  • The opportunities for brands is wide open
  • The rules of storytelling still apply

What is your esports story, the story you want your customers and esports fans to remember? Just like you would with any campaign there needs to be a story you are trying to tell. With traditional sports teams and broadcasters getting involved with esports it's only opening up bigger opportunities and more eyeballs for your brand to reach, so make sure to reach them with the most engaging message. 

The opportunities are endless, which also means the list of brands who could get involved in the rising phenomenon is too. 

Would you rather be the brand that gets involved and builds their presence in esports first or be the one watching and wishing you got involved sooner? 


We're Half Way There! 45 Days on Tour with 36 Cities visited

It’s the half way mark for Coca-Cola’s prestigious global FIFA World Cup™ Trophy Tour, so we caught up with our Kim Rhodes (Cake Business Director) who’s been flying around the globe for the last six weeks as a Territory Manager for Coca-Cola on the tour.


The aim of the global Trophy Tour is to build excitement and passion for the FIFA World Cup™ ahead of the tournament, in countries that have qualified, countries that haven't, countries that have had the Trophy before, and countries that haven't. So far, the trophy has visited 36 cities in 45 days – travelling a whopping 75,235 km in total. Although not everyone can lift the trophy (that honour is reserved for only the Head of State and former winners of the FIFA World Cup™) we've been able to get almost 90,000 people close to the Trophy to have their personal photo taken, and to see a piece of history.


Kim’s role as a Territory Manager is to look after 16 of the Coke markets, kicking off the first half of the tour activating in Sri Lanka, Maldives, Thailand, Laos, Macau, Tonga, Solomon Islands and Papua New Guinea – with seven of these countries receiving the FIFA World Cup™ Trophy for the very first time.

Kim said “Wherever the Trophy has been we've seen huge crowds and fans young and old coming out to the see the Trophy and celebrate with an ice-cold Coke or Coke Zero.

From the passion of Pakistan, a cricket country turned football fanatics, to the pride of Sri Lanka being the first international stop of the tour, not forgetting our visit to the President's Palace in Colombo – there have been so many highlights along the way!

I am about to head back out on tour to activate the second half of the tour, where I will visit my remaining 8 markets along the way - Italy, France, Germany, Norway, Faroe Islands, Iceland (first time qualifiers for the FIFA World Cup), Mongolia and China.”

We are proud to be working with Coca-Cola on their global 2018 FIFA World Cup™ Trophy Tour, and can’t wait to catch back up with Kim on the completion of the tour for more updates.  

Check out the half-way numbers here:


Footwear, Fashion and Fierce Competition

Rebecca Lidbury, Account Manager

Having been born from the world of sport, brands such as Adidas and Nike have expanded into the lifestyle sector – creating not only products for performance (their roots), but reviving classic items purely because they look nice.

I wouldn’t dare rocking my Nike Air Max 1 Anniversary Aquas in the gym, yet these were once created as a running shoe. Call me crazy, but there are others out there who share this opinion (at least 40% of the Cake office).

This mentality change in consumers has shifted these iconic brands away from the world of sport, giving them new audiences through the likes of entertainment, music and lifestyle. With so many options out there, what tools are these brands using to build an emotional connection with their customers, keep them coming back, and ultimately, drive sales?


Brand ambassadors seem such an obvious one, and with new areas to play in entertainment and lifestyle, it seems a no brainer. We see this not only through brand collaborations, with Yeezy and Adidas arguably dominating the game, but through campaign partnerships. Notable examples include two of the biggest UK-based artists of 2017; Dua Lipa with Footlocker and Stormzy with Adidas, driving a brand connection through their celebrity status.

At the same time, insights tell us high street sales are slowing down, which comes as no surprise – so what are brands doing to try and engage with people online and out of store? One way is utilising YouTube, building narrative through content and engaging with customers through their passion points.

Using Size? as an example, last year they introduced Size? Sessions; a content series showcasing performances from up-and-coming artists. The performances were held live from Size? stores, driving the brand’s affiliation with music and creating conversations with their customers.

I could easily talk about this all day, but one area I’m personally excited about is technology. From world-first Snapchat filters from Foot Locker, to innovative new materials, the way brands are thinking outside of the box and using technology to gain cut-through is always evolving.

With this in mind, I couldn’t not talk about Adidas’ new launch with BVG, Berlin’s city transport company. When I first read the story, I thought Adidas had embedded technology into the tongue of the shoe, which doubled as a virtual ticket (super smart) – but on closer expectation, the ticket is just sewn into the shoe. Safe to say it feels like they missed a trick. However what’s saying that one day this technology is available, and weaving it into our trainers becomes the norm?


It ultimately comes down to one thing – driving sales. And whether that’s creating a story through content, signing the next big thing as an ambassador, or using tech to shake up the game, these are all examples of how brands are battling against each other to stay front of mind, and keep their customers coming back.


By Rebecca Lidbury, Account Manager

Hyundai’s Innovators of the Future competition is in full throttle

Cake’s content marketing team and Ecselis SEO team joined forces to launch motoring giant Hyundai’s new campaign. Drawing from a wide talent pool, we worked hard to put together a brand new competition and to optimise Hyundai’s SUV page.


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In November 2017, Innovators of the Future was launched through Hyundai’s SUV page. Our team put together a stylish competition microsite where student designers can learn all about the competition, read up on the judges, download guidelines and enter.

We’ve asked students to imagine the interiors of driverless SUVs 50 years into the future. How can they reinvent this interior space given that seats will no longer need to be forward facing? How can they incorporate future technologies and create inspirational seamless design? This competition appeals to the aspiring designers’ imaginations – never in short supply amongst young, ambitious creatives.

Of course, there’s an extra sweetener. The winning entry will win a trip to futuristic Seoul, South Korea for themselves and a friend, plus £1,000 ($1,350) spending money. That’ll buy a lot of kimchi! They’ll meet representatives from Hyundai and tour some of the car giant’s most impressive facilities.

The competition opened at the end of November 2017 and runs through to 04.02.18. At that point, our expert panel will select a winner, with entries being featured on Hyundai’s website and across social platforms under the hashtag #IOTF2018. This equates to excellent coverage for aspiring young designers.



The team has been busy with outreach, pushing news of the competition far and wide. As this is a competition aimed at students, we’ve been focusing on universities and have secured coverage with King’s College London, Manchester University and Bath University to name a few. Six institutions (including Bath Spa University and University for the Creative Arts) are also running the competition as an official project – meaning entries are all but guaranteed.

Our carefully selected influencer panel came with their own clout and have featured the competition in influential Car Magazine and design sites Little Big Bell and Ma-tt-er.


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We’ve already seen some very positive signs from an SEO perspective. Hyundai were looking to improve their ranking on SUV and 4x4 related terms. Along with onsite optimisation, campaign outreach has led to a lift in Hyundai in the SUV/4x4 keyword group through authoritative sites linking back to Hyundai’s SUV page. The hope is that the terms we’ve been pushing in the campaign will show a substantially positive uplift in visibility.


Go content!

The latest in esports - September 25th

FIFA 18 (EA Sports)

FIFA 18 (EA Sports)

EA Sports adds esports jerseys into FIFA 18

FIFA, the world’s most popular football video game series, is back once again with the latest addition FIFA 18 due for release on September 29th. Ahead of its release EA Sports has announced that for the very first time a few of the biggest esports teams will have their official jerseys feature in FIFA 18. This is the first time EA Sports has placed the jersey for an esports team into their game for fans to use and represent as they play.

Team Liquid, Team Vitality, AS Roma and Hashtag United will be the first to have their jersey replicated digitally into the game. AS Roma’s jersey displays the FNATIC team logo, the esports organisation who are managing AS Roma’s esports team. Not only does this give fans the chance to wear the jersey of their favourite teams, but it also opens up the opportunity for the team’s to reach new fans who discover their kits in-game. So far only these 4 esports teams have announced their presence within FIFA 18, but this is likely to be the start of more to come and a way to show that EA Sports is engaging with the esports community to make things like this happen.

Arena of Valor (Tencent)

Arena of Valor (Tencent)

Esports coming to the Nintendo Switch?

The hybrid handheld console from Nintendo has been flying off the shelves since it launched earlier this year. Whether you want to play at home or on the go, the Nintendo Switch sold 4.7million units between its release on March 3rd and the end of June. It was the best-selling console in August and Nintendo have their targets set on selling 10 million units in its first year. The game library for the Switch is still fairly limited but at their most recent Nintendo Direct event they announced a new game title was coming to the console, which could open up the Switch to esports. Nintendo has announced that Arena of Valor, the mobile MOBA created by Tencent Games, will be heading to the Nintendo Switch console as a Beta this winter.

Arena of Valor launched across Europe earlier this year as the Chinese tech company looks to replicate the gaming success they’ve seen across far Eastern countries. With the mobile version encouraging competitive 5 vs 5 gaming, one can only assume that the Nintendo Switch version will follow this set-up. As Tencent builds the player base and esports scene across Europe they could look to include both mobile and Switch players within this. The Nintendo Switch version could play a key part to pushing Arena of Valor even further as it will be the first Moba game to make its way to the fast selling console.

Gfinity’s Elite Series is returning

Following a successful first run, the Gfinity Elite Series will be back for more eports action starting next month. The Elite Series bought amateur gamers to the big leagues as they played alongside professional teams through intense competition. The Elite Series returns on October 6th and will once again feature competitive gaming across Street Fighter, Rocket League and CS:GO. The series will be broadcasted on Friday night, Saturday morning & Saturday evening.

For the first series Gfinity secured broadcast partnerships with BT Sport, BBC Three & Eleven Sport, to push their esports content to mainstream media channels. According to Gfinity the first series received over three million views through their broadcasted content, and reached more than 220 million impressions across social media. Since the first series one of the teams involved, Team Epsilon, has built their own professional Rocket League team made entirely from players who came up through the Elite Series. Not only is Gfinity providing entertaining esports content to keen fans and mainstream viewers, but they’re also helping pave the way for ambitious and talented amateur players.

Charity funding by League of Legends

In the lead up to the League of Legends Worlds 2017 tournament, a special Championship hero skin has been created for fans to purchase in celebration of the event. Worlds 2017 starts on September 23rd where 24 of the best teams will begin fighting their way through the stages before one team is crowned as champions on November 4th. With every purchase of the ‘Championship Ashe’ skin 25% of the earnings will be added to the prize pool for Worlds 2017. The Worlds prize pool currently sits at just over $2.1m, put in by Riot Games, with this expected to rise significantly after adding the earnings from the in-game skin sales.

Since the skins release Riot Games have announced that not only will 25% of the earnings be added to the prize pool but they will match the contribution and donate the same amount to charity. Last year the prize pool reached over $5m, with around $3m of this coming from Championship skin sales. With sales likely to be even higher this year Riot Games could end up donating over $3m to charity. Riot have picked out three charities who will all benefit from their funding, in areas that support causes that their players care about - mental health care, access to education, and access to technology. It’s amazing to see Riot Games use their global esports event to drive charitable donations, raising a life changing amount of money through gamers purchasing an in-game item.

The hero Ashe (Riot Games)

The hero Ashe (Riot Games)

The Wembley Cup returns

The Wembley Cup is back and it's going to be bigger and better than ever before. YouTube star Spencer FC will be facing off against two of the world's best freestyle footballers, The F2. 


In Spencer's corner is Hashtag United, his very own homegrown team who think they have what it takes to beat the F2's Tekkers Town, an all-star team filled with some of the best football talent on YouTube. Not only do we have YouTube stars, but joining them will be some footballing legends as Rio Ferdinand, Robbie Folwer, Steven Gerrard & more await their turn to step back onto the pitch.

Buy tickets and see the spectacular match at Wembley:

Watch the first episode of The Wembley Cup 2017 below:

The School of Snapchat

On Friday the clever people over at Snapchat invited us to attend their immersive School of Snapchat day. We were cleverly transported back to the 90s and a world where PJ and Duncan were still cool, and indeed Donna Air was more Geordie, less royalty.

The Snapchat Lollipop lady greeted us on arrival at the secret location, we were promptly put in houses and given lockers, ahead of the headmaster leading us into an outburst of the school anthem, all before 9.30 am.

Think secret cinema does media partnerships; this day was an A+ event at getting brands and agencies to love and champion your brand for you. Complete with some serious styling attention to detail, lots of kitsch merch and a school party complete with sugar-laden bottles of Hooch.

That aside, the day was broken down into 4 lessons all designed to help us master the functionality and benefits of the app. Each lesson came with it’s own teacher, learning materials and what felt like a practical exam. We went through Maths, Science, Art and Media Studies, touching on different areas from creative to audience insights.

Here's just four things we learnt, one from each lesson:

The Snapchat audience aren't kids. 61% of Snapchat users are between the age of 18-34, de-bunking the rumor that only teenagers are using the app. 

Four ways to engage with ads. When running ads across Snapchat, users can be encouraged to swipe up to read an article, install an app, watch a longer piece of content or be directed to a web page. 

Filters and lenses get huge engagement. Every day over 60% of snaps sent include one of the apps creative tools, whether that is a dog-face lens or a colour filter.

Discovering new content. Over 10 billion videos are watched every single day. Bitesized content from Snapchat's media partners like Sky, offer a new way to enjoy both long and short form content. 

Whilst this was far from your average day at school, it was most certainly a lesson in good brand communications and sales.

Hats off to Snapchat – we’re confident many of the graduates will buy very much into the programme and you’ll see many more filters and lenses to come this summer.

Just another HSE Cake weekender

Despite Arsenal winning, the FA Cup final felt like it got it's mojo back

We worked with EE and YouTube influencer Callux to highlight EE's sponsorship of Wembley, promote their JustEat collaboration and create a fun piece of content which saw him and 4 of his fans have a sleep-over at Wembley the night before the FA Cup final. His video went live on Saturday night at 7pm and has since had over 850,000 views. Give it a watch:

We also supported the FA's alternate broadcast, offering special behind-the-scenes content and commentary by two influencers, along with special guests including Callux, all live streamed to the FA TV YouTube channel, with EE as the lead partner. It's clocked up over 115,000 views:

Then, we were straight back to work at Paddington Station this morning to celebrate the launch of the first Paddington 2 trailer. There's a screen in a giant suitcase and lovingly made '2' shaped marmalade sandwiches. 

If you head out from Paddington Station this evening make sure to keep an eye out for it. The sandwiches have gone though...

SportsPro Live Digital Sports Panel

Wembley Stadium, the home to some of the UK's biggest sports events, became the setting for SportsPro Live. I joined a panel with Jean-Marc Paihol, the Global Head of Market Management & Distribution at Allianz, along with Louis Matignon, Multiplatform Solutions Manager at Eurovision, to discuss Digital Sport and how it is measuring up and following the footsteps of more traditional sport. 

I provided the panel audience with insights from a so called 'millennial', a word the panel seemed to agree was not in their favored vocabulary. For someone who's TV isn't plugged in and who's daily consumption of content is all online, I shared my thoughts, experience and insights into how this audience reacts and consumes the content from these new digital sports. Whether it's the viral sensation of Drone Racing, Virtual Golf tournaments or the FIFA Interactive World Cup, these digital sports are growing at a phenomenal rate and they're being helped by how the audience consumers and supports them. Digital sports, esports specifically, is available nearly 24 hours a day, 365 days a year. Across social media, streaming platforms and news updates, esports is all-access which and some what of an edge over traditional seasonal sport. However, there also isn't enough room for this always on approach, especially when it comes to massive events. The esports calendar is becoming busier, nearly too busy and a balance will soon be needed to give everyone involved enough breathing space to continue growing. This is where traditional sports can teach the digital equivalent how the balance could be found.

- Liam Thompson / Gaming & Influencer Exec


Chuffed to have won three UK Sponsorship Awards last night!! 'Best use of PR' for Barclays Premier League, 'Best use of Research & Evaluation' for Barclays ATP World Tour Finals and Natasha Cabral walked away with the hugely prestigious Barrie Gill Award, given to the rising star in the UK sponsorship industry. Fantastic work.