Jim Dowling, Managing Director of HSE Cake, is the featured interview on this week's edition of SB Weekly. HSE Cake is a brand engagement and entertainment agency based in London that works with a number of high-profile sports sponsors including Barclays, EE and Coca-Cola. It was created last year when Havas Sports & Entertainment and Cake - sister agencies within the Havas group - joined forces to work as one combined unit.

Listen to this week's episode to hear Jim discuss bringing best practice from music and entertainment into sport; how analytics are helping sponsors make better investment decision; why labeling people as 'creative' can be dangerous; his most memorable brand campaigns, including Pokémon and EE; keeping on top of the rapidly-changing social and digital media landscape; and the continuing shift of sponsors and advertisers into content-creators.