Adrian Pettett

Adrian Pettett

CEO, D+DX

A long-time friend and associate of the company, Adrian returned to Done+Dusted in 2019 to spearhead and become CEO of its new branch focused on IP and immersive entertainment, D+DX.

Previously, Adrian was a founder of agency Cake, beginning in 2002. Initially a challenger agency with PR and Experiential at its core, the business rapidly expanded via its drive into Branded Content and reimagined broadcast partnerships. Under Adrian’s guidance, Cake consistently pushed the boundaries and definitions of the term 'Brand Entertainment' with clients including C4, ITV, MTV and BBC Worldwide.

Having established Cake as the pre-eminent agency brand in the newly evolving brands and content arena, the business was acquired by Havas in 2008 and which led to Adrian's relocation to New York to launch the Cake NY office in 2009. Within 3 years it had grown to a team of 30+ with retained clients that included Vitamin Water, Motorola, Red Bull, LVMH and Volvo.

In 2014, Adrian was appointed CEO of the UK business and returned to the London to oversee Cake and the pivotal merger with Havas Sports and Entertainment. There, he oversaw one integrated unit inside the Havas Kings Cross Village with 65 staff, that retains a market leading position in sports and entertainment categories with clients that include Barclays, Carling, Coors Light, EE, Studio Canal, NBA, Pernod Ricard, BBC and Hyundai. He established the Entertainment Hub within the Havas Village, a go-to-market collective of its specialist agency brands, and sat on the Havas UK Leadership Team. 

Adrian brings his years of branded and experiential entertainment and marketing acumen to D+DX, marking the beginning of a new and exciting chapter for the company.

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