BETC advertising & marketing assignments

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BETC Paris is a key creative flagship within the global Havas network. It was created in 1995 following the merger of French agency networks Eurocom and RSCG. Remi Babinet, former creative director of BDDP, and Eric Tong Cuong from Ogilvy France were recruited to lead a new "super-agency" in Paris, initially named Euro RSCG Babinet Tong Cuong. They were joined a year later by Mercedes Erra, and the agency adopted the initials BETC after its principals. Eric TC left the agency in 2002 (and later established indie shop La Chose), but Erra and Babinet remain in situ to this day. As Euro RSCG gradually consolidated and morphed into Havas, BETC pulled away from the rest of the network, carving out a separate existence for itself in 2012 under the name BETC Paris, though still working side by side with Havas Paris and other agencies. It has a particular reputation for top-notch creative work, most notably for long-time clients Canal+ and Evian. There are several satellites including luxury goods specialist BETC Etoile Rouge, brand strategy arm BETC Corporate, BETC Design and General Pop, the latter a consultancy involved in music development and sourcing. Traction was spun out in 2017 as a separate unit to handle the local Citroen account. In 2011, BETC began moves to establish its own global micro-network, opening its first outpost in the UK as BETC London. That unit's history has been slightly less starry, marked in particular by a falling out at the end of 2013 between its joint managing partners, both of whom were sacked. A second international office was launched in 2014 in Sao Paulo in Brazil in a partnership with local creative star Erh Ray. In 2020, Havas transferred into BETC control of digital network Fullsix and its various satellites (acquired five years earlier), under the new title BETC Fullsix. That entity was repositioned as a customer experience specialist, and also now servesd as the lynchpin for new Havas network Havas CX. Mercedes Erra remains co-chair of the Havas creative network and co-president of BETC with Remi Babinet, group creative director. Stephane Xiberras is president & creative director of BETC.

Capsule checked 21st October 2020

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Adbrands Daily Update 11th May 2021: "Your Body Hair, Your Choice". Reckitt's depilatory brand Veet has dipped a toe before into the realities of female body hair, but has always fought shy of really telling it how it is for fear of stirring up a backlash. A couple of more daring ads in the past were quietly withdrawn after awakening the decency trolls. However, any barriers about feminine hygiene that may still have existed in the public consciousness have been throughly dismantled by AMV BBDO's increasingly bold campaigns for Essity. This allows BETC the full glorious freedom to deliver this lovely, languid, honest film that asks the age-old question: To pluck or not to pluck. It's your choice, ladies.

Adbrands Daily Update 31st Oct 2020: "Motion For Life". Turn up the volume! Here's proof of the power of a well-chosen soundtrack, and a clever but simple visual concept. BETC's great spot for Michelin harnesses the incomparable 'Galvanise' by the Chemical Brothers to a globe-trotting film of wheels around the world. The photography is gorgeous but gets added impact from that simple little CG trick of cartooning all the tires in the style of Michelin's universally known character mascot.

Adbrands Daily Update 8th Sep 2020: "Happy Day". BETC Paris pulls out a few cinematic stops for the new fully electric Citroen range, with some lovely retro Gallic production designs. Once again, Citroen proves itself - in BETC's hands at least - to be the most stylish of the brands under what is currently the PSAS umbrella. Somehow though - and this is just a minor criticism - the choice of such a thoroughly American backing track jars slightly with the visuals. Clearly it was the words 'Happy Day' they were after, but a more distinctively French musical accompaniment might have felt more appropriate.

Adbrands Daily Update 1st Jul 2020: Omnicom scored a notable victory with the capture of the global account for French carmaker Peugeot, which has spent more than three decades at Havas, most recently overseen by BETC. The US group will take over the business at the beginning of 2021 with a new custom-built agency, OPEN, or Omnicom for Peugeot Engine. "By leveraging Omnicom's best talent and most efficient technologies, wherever they are located, Peugeot will benefit from a new, integrated, international agency model," said Peugeot market chief Thierry Lonziano. Havas keeps control of Peugeot's sister brand Citroen.

Adbrands Daily Update 17th Jun 2020: "Join The Goodness". We'll forgive the over-familiar "super-heroes save humanity" storyline because the visual imagination displayed by this new global campaign for Babybel cheeses is top-notch. As is so often the case, it's the villains - an army of evil jelly cats - who really stand out here, as well as the hyper-stylised CGI-enhanced version of modern-day Bangkok where the film was shot. For some reason, the agency credit goes to Havas Chicago, though all the development team involved are based in Paris, from the creative team from BETC to director Herve de Crecy, prodco Solab and post-production and CG house Platige Image.

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