War Child partners with Cake

Children in Syria
Children in Syria

Children's charity War Child has chosen Cake as its agency partner for 2013.

Next year marks the charity’s 20th anniversary year looking after children affected by war.

Cake will work on a pro bono basis, devising a strategy spanning social media, experiential activity, PR and content creation to help the charity gain maximum exposure for its work.

Mike Mathieson CEO of Cake will lead the work in partnership with War Child’s director of fundraising Ben Knowles. 

The activity will focus on championing the charity’s musical heritage, first made famous in 1995 with the War Child album ‘HELP’ which featured Oasis, Radiohead and Sir Paul McCartney.

Knowles said: "Choosing Cake to work with us in 2013 was a no-brainer. Mike’s and the agency’s roots are firmly within the music industry, and they understand exactly how to maximise high-profile partnerships such as ours. The team’s experience in creating large scale music campaigns over the past 14 years for the likes of Coca-Cola, Motorola and Reebok means it is perfectly placed to help us drive awareness of our cause next year."

Mathieson added: "We are honoured to have been selected by Ben and his team to help guide them in such an historic year for the charity. War Child has big ambitions for the coming year, and we can’t wait to put our social, experiential and PR skills into action to help such a great cause."

Cake recently scooped an Event Award for Creative Event of the Year for its work on BA Great Britons, Flight BA2012.

Comment below and let us know what you think.

For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.

Start Your Free 30-Day Free Trial

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.com, plus get exclusive discounts to Campaign events.

Become a subscriber

GET YOUR CAMPAIGN DAILY FIX

Don’t miss your daily fix of breaking news, latest work, advice and commentary.

register free