Adtech startup Cake.Shop has launched in Australia, offering streamlined services for brands and agencies. The company was founded by industry veterans Luke Hills and Georgia Woodburne. Hills, the former Head of Programmatic for Mindshare in Australia and VP of Growth for mobile advertising firm AdLudio in London, and Woodburne, who has held senior roles for InSkin and Azerion, aim to provide easy access to programmatic advertising managed services.

"We're thrilled to introduce Cake Shop to the world," Hills said. "Our mission is to support agencies and brands in achieving sustainable growth both commercially and environmentally. We aim to make effective advertising more accessible for brands of all sizes."

Cake.Shop's principles include creative-led advertising, sustainable marketing, technology ownership, and commercial flexibility. The name 'Cake.Shop' is inspired by the proverb 'to have your cake and eat it', symbolising the company's commitment to providing the best of both worlds in media buying.

"Cake.Shop is designed to lower the barrier to entry, providing market-leading solutions that enable agencies to deliver world-class services to their clients,” Hills said. The company believes traditional managed service options are not working and that agencies and brands need control over their technology choices and must work transparently with their partners.

"Our flexible approach means clients can reduce spending without the pressure of restrictive contracts,” Hills said. “We're possibly the only business in the market advocating for clients to spend less, focusing instead on quality, ownership, and transparency for long-term brand growth.”

Cake.Shop is designed to lower the barrier to entry, providing market-leading solutions that enable agencies to deliver world-class services to their clients. The company advocates for clients to spend less, focusing instead on quality, ownership, and transparency for long-term brand growth.

"With significant headwinds in marketing through privacy, compliance and sustainability we believe legacy solutions in the market will struggle to meet the demands of local businesses. We're here to help companies navigate these pressures with solutions which compliment our sustainable vision.” Hills added.

"We believe this should be reflected in fee structures and solutions,” said Woodburne. Cake.Shop aims to help companies navigate marketing pressures with solutions which complement their sustainable vision. Transparency is at the core of Cake.Shop's ethos.