Cake partners with Socialyse for 'social newsroom'

Havas Media Group UK (HMG UK) has announced new integrated social unit offering, which will see its brand experience agency Cake partner with its social media company, Socialyse.

Socialyse Powered By Cake is based in Soho, London
Socialyse Powered By Cake is based in Soho, London

Socialyse Powered By Cake will offer clients a complete social service, combining the social teams from the two companies along with extra content creation and distribution expertise. A 24-hour ‘social newsroom’ will sit at the heart of the service, offering real-time stories and content for brands.

The newsroom will enable the service’s clients to react instantly to a social trend, issue or piece of news via a live experience, social content or a tailored story. The team will also work on planned content and use data and analysis to amplify this.

Jessica Rowntree, head of earned media at HMG UK will head up the 35-strong team. Social strategists, planners, creatives, content producers, copywriters, distribution specialists, traders and analysts have all be brought on board and will operate from the company’s St Martin’s Lane office.

The unit will work on the launch of boyband One Direction’s new fragrances, as well as social campaigns for clients such as Honda, Weetabix and O2.

Rowntree said: "Socialyse Powered By Cake is just one more way we are simplifying our structure in order to deliver better, more integrated services to our clients, using the skills and expertise we have in the business. Cake has been running highly successful social newsrooms for clients for a while now, but aligning it with the paid distribution power of Socialyse will get more reach for, and more engagement with, our clients’ content."

More: Cake restructures as CEO departs

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