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Cake.Shop has hired Rhiannon Brown to lead its commercial efforts, focusing on the inefficiencies faced by independent operators in Australia. The company plans to launch a new technology layer later this year that integrates buying, billing, automation, and reporting in a modular format, allowing agencies to use components without long-term commitments.

This initiative aims to improve marketing effectiveness and reduce media wastage. Luke Hills highlighted the need for clarity in advertising performance and the intent to enhance Cake.Shop's value proposition for independent agencies and challenger brands.