Cake to promote Rihanna fashion launch

November 1, 2012 0 \ Paula

“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.”