Key players in the performance marketing industry turned out at the UK launch party for the American-founded affiliate marketing platform last night (Thurs)

Cake Marketing, which lets advertisers track, analyse and optimise their online campaigns, held the event at the Sanderson Hotel in London.

Cake’s managing director of Europe, Paul Wright, said the launch party provided a prime occasion to network with performance marketing companies and senior industry professionals.

“Our launch party was a great networking opportunity and there were about 100 people. All you could hear was the hustle and bustle of people talking,” Wright said.

The company, which also has an office in California, now has a central London office located in Stratford Place.

From left to right: Commercial director of UK Web Media, Mark White, President of Cake Marketing, Jeff McCollum, Paul Wright (centre), General manager international of, Simon Bird, and EU network manager at Intela, Najat Fariss.

Senior affiliate manager of MEC, Jo Bargioni and EU network manager at Intela, Najat Fariss.

Technology manager at Maxus/GroupM, Gary Revenson and performance manager at Arena Media, Sophie Hayter.