Cake to promote Rihanna fashion launch

“River Island” has brought in Cake to handle the launch of Rihanna’s collection for the high street retailer.
The agency, which won the account following a four-way pitch, has been briefed to raise the profile of the 2013 spring launch and deliver a series of events alongside partner events agency My Beautiful City.
Josie Roscop, head of marketing at River Island, said:

“Cake’s innovative approach to launching globally famous brands, backed up by its solid experience in experiential activity, PR and social media, made them the obvious choice for us. […] Launching our collaboration with Rihanna next year is going to be a milestone moment for “River Island”, and we are confident Cake’s work will help us capture the attention of media and consumers everywhere.”

Andrew Casher, head of experiential at Cake, said:

“There is plenty of excitement around the agency for such a high profile piece of work. Both “River Island” and Rihanna have reputations for breaking the mould within their respective industries, so the chance to promote this hotly-anticipated collaboration to the UK and the world is a brilliant brief for us.”

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