Rémi is the founder of BETC Paris, France’s leading agency, and Global Chief Creative Officer of the Havas network. Now in existence for 16 years, BETC holds a unique place in the international advertising industry.
Named “most creative French advertising agency” 12 times in 16 years, BETC has carved out a brand image that is original and resolutely modern for its many clients, which include Evian, Air France, Peugeot, Canal+, Petit Bateau, and Lacoste. BETC regularly wins international prizes for its campaigns. In 2010, BETC was cited as the second-best agency in the world, according to The Gunn Report . In addition, BETC’s infamous Canal+ spot, “The Closet,” was confirmed to be the most awarded film in the world that same year.
Rémi’s recent achievements include the Evian Rollerbabies campaign, which has spawned the most viewed online ad of all time (certified by the Guinness World Records at over 120 million views and counting.)
As Chairman of BETC, Rémi has consistently challenged the traditional limits of advertising, opening up his agency to new creative fields. Since 2001, Rémi and the agency’s TV production department have produced the PANIK parties in Paris, bringing together such artists from the alternative rock and electronic music scenes as Justice, The Film, SebastiAn, Jay-Jay Johanson, Archive, Peter Kruder, and Neneh Cherry.
In 2003, Rémi inaugurated the Passage du Désir, an 800-square-meter space on the agency’s ground floor dedicated to fashion, design, art, photography (showing, among others, Hussein Chalayan, Yohji Yamamoto, Viktor & Rolf, Christian Lacroix, the ‘Festival d’Automne á Paris’, Rineke Dijkstra, Ruri, Joana Vasconcelos, World Press Photo/Paris Month, and Dysfashional). It is Rémi’s belief that advertising should be open to and engage with the world around it, thereby creating new ways to interact with society and consumers.
Rémi is Head Lecturer at the Institut des Sciences Politiques in Paris. From 2003 to 2007, he was President of the French Art Directors Club, the association that represents advertising creatives, and in 2008, he was Guest Editor of The Gunn Report , which ranks the best creative agencies around the world. In 2008, he conceived and wrote the book BETC Paris: Global Advertising Agency , published and distributed worldwide by BIS Publishers. Recently, Rémi served as foreman of the D&AD TV advertising jury and was voted onto the Andys jury. He has also been President of the Film, Press, Outdoor, Radio and the Integrated juries at Spikes Asia.
In recent years, Rémi Babinet has focused his efforts on creating a micro network in five international locations. BETC London, opened in June 2011, was the first step in the development of this network. BETC London will build an independent roster of domestic U.K. clients and U.K.-based global clients.
Brune started her career at Havas Paris, as a brand strategy consultant for Orange, Orange Business Services, EDF, CCFD Terre Solidaire. In 2010, she became the New business and Marketing Director of Havas Paris. Thus, she managed the competitions carried out by the agency as well as the agency’s reputation internally and externally. She also coordinated the launch of the LVMH Prize, a prize dedicated to young fashion designers. In 2014, she has been appointed as Managing Director of BETC Luxe. She is in charge of several accounts such as AccorHotels, Chaumet, Cheval Blanc, Le Bon Marché & La Grande Épicerie, Fondation Louis Vuitton, LVMH Prize, Yves Saint Laurent Beauté, etc.
Mercedes Erra is Executive President of Havas Cretaive, and Founder of France’s leading advertising agency BETC. Mercedes is an Officier of the Légion d’Honneur, she is also a recipient of the French National Order of Merit. She has five children.
Mercedes was born in Catalonia and came to France at the age of six. A graduate of HEC and the Sorbonne (she has a bachelor's degree and a master's degree in Literature), Mercedes teaches a post-graduate course (Marketing and Corporate Communication) at the Paris 2 University (Assas). She is a noted advisor on subjects related to consumer issues and on all subjects related to brand strategy.
Mercedes is a branding expert: She builds and manages global brands. As a result, she created two divisions focusing on consumer and brand expertise: BETC Consulting and BETC Consumer Intelligence. She has contributed to brands’ major strategic shifts (health for Danone, youth for Evian, Air France vision – making the sky the best place on earth, McDonald’s “come as you are”).
BETC, the agency network that she has been managing since 1995, was named “best creative agency” in France by CB News in January 2015, for the 15th time in 17 years.
Mercedes is personally committed to the Elle Foundation and the Women’s Forum for the Economy and Society, of which she is a founding member. She is also a member of Human Rights Watch French Committee and a permanent member of the Commission Innovation 2030.
In January 2010, Mercedes was appointed President of the Board of the Musée de l’Histoire de l’Immigration located in Paris. In 2011, she was also appointed to the Board of Directors of Havas, Accor, France Télévisions. Il 2014, she was appointed member of the Board of Directors of the Fondation du Collège de France and Vice-President of the Commission nationale française pour l’Unesco.
Following his international studies in marketing between Paris, Berkeley, Tokyo and Beijing and a design training at the Milan Domus Academy, Christophe Pradère began his career in Asia as Brand Design Manager for a skincare brand, thus continuing his worldwide adventure. Three years later, on his return to France, he successively joined the brand consulting pole for a packaging design agency and then an architectural office as Project Director.
His career then led him to Euro RSCG Design where he was responsible strategically for the corporate pole and creatively for the retail pole, earning the trust of numerous major brands.
At the end of 2000, Christophe Pradère created a global design entity for the innovative and prestige industries markets, integrated in the heart of BETC Euro RSCG, that he renamed BETC Design six years later.
As founder and CEO of the agency, he rapidly grew it to reach today’s level of a total of 45 employees. Christophe Pradère specialized in global design approaches and in design management both in the creative and innovative industries markets.
Today, Christophe Pradère creates his brand experience through a holistic approach to design, enriched by anthropology and sociology. He founded a new global strategic and creative method, expressed in the concept of brand rituals. With this methodology, the brand experiences can be developed through the creation of products, services and places.
Alongside his activities in developing his agency, he intervenes at several higher level educational institutions such as the Parsons School, ESSEC and SKEMA.
Jean-Patrick Spitz est Vice Président de BETC Shopper
Jean-Patrick, a rejoint BETC, en 2005 où, fort de son expérience précédente au sein du groupe Havas,, il est chargé de développer sur le digital et le marketing opérationnel, les grands comptes de BETC (LU, Evian, Reckitt,…)
Cette mission menée à bien, il créé, avec Bernard Buono, BETC Shopper, agence du groupe BETC.
Il s’est spécialisé sur les stratégies commerciales multicanal de grands clients intégrés de l’agence : le groupe Canal +, Blédina, Sodebo, Lu, Air France, Disneyland Paris et en particulier sur toutes les problématiques de marques à réseaux et des retailers : La Poste, Afflelou, Peugeot, Decathlon, Monoprix, ToysRus, Heytens, EDF, McDonald’s, MisterGoodDeal, Leader Price, Laser, Unibaim-Rodamco, Gamm Vert, Camaieu, …
Son expérience et son expertise, font de Jean-Patrick Spitz, un patron d’agence, expert en stratégie de communication pour les retailers et en stratégie d’activation pour les grandes marques.
Olivier has a 17 year long experience in advertising.
He started out at Young&Rubicam in 1995, where he gained experience in the retail and food sector working on the Danone account.
He joined BETC in 2000, and has been in charge of digital strategical thinking for all of the agency’s clients, thanks to his expertise both in brand strategy and digital / CRM. Among his great realizations can be found the digital piloting of the Evian brand, particularly during the Baby Rollers global campaign, the reworking of Air France’s brand platform to «Making the sky the best place on Earth », and its online and offline roll-out strategy.
Olivier became Managing director of BETC Digital in 2009, developing the agency around “Beautiful Services” created for its clients : among these can be found the CRM programs for Danone (Prix Stratégies CRM 2015), Sephora, Savencia, or the Louis Vuitton City Guide mobile app (to be launched in November). Since 2013, he also manages Schneider Electric’s communication ecosystem and digital worldwide deployment.
Olivier was named CEO of BETC Digital in 2014. Co-founder of the BETC Start Up Lab and a teacher at Sciences Po Paris, he is passionate about companies’ and brands’ transformation in the digital world.
Phone: (+33) 01 56 41 37 88
Stephane Xiberras began his career as a copywriter. He joined BETC as a Creative Director in 1999 and went on to become President and Chief Creative Officer in 2007. His tenure as President of the agency has seen the agency win hundreds of awards and become the largest and most creative agency in France.
He is in charge of, among others, the CANAL+ account, and is behind the multi- award winning spot “The Bear” which is the most awarded film in the entire history of the Gunn Report. His other films include “The Closet”, “March of the Emperor” “Unicorns” and “The Kitchen”.
Stephane is behind the innovative Instagram campaign Like my addiction which won 19 Cannes Lions in 2017.
Stephane is also the inventor of CAI (Creative Artificial Intelligence), a unique software robot that creates ads and effectively demonstrates the downsides of the industry.
In 2010 he founded BETC Academy, the agency’s internship programme that runs twice a year during two months, offering young talents the opportunity to develop through senior mentorship and to work with actual clients.
In 2012 Stephane founded the BETC Start Up Lab, a commando unit within the agency, exclusively dedicated to start-ups. The aim of the lab is to see new companies grow faster, stronger and sooner. By applying the agency’s knowledge of brand storytelling to their product or service, the lab helps them transform into brands and build a value platform.
Bertille has a 20-year long experience, during which she mostly occupied strategic functions : strategic planning, development, executive management of Young&Rubicam and Vice-President in charge of strategies at BBDO. In 2012, she was appointed as the Vice-President of BETC, and 2 years after that, President of BETC Paris in February 2014.
She spent most of her carrier inside large Anglo-Saxon agencies : Saatchi&Saatchi, Young&Rubicam, and 11 years at CLM/BBDO.
She accompanied the transformation of the largest French companies EDF, TOTAL, AIR FRANCE.
And she participated in the creation of iconic brands : TAG HEUER, LOUIS VUITTON, LACOSTE, CANAL +
Since joining BETC, she has been involved in the national and international development of the agency, notably with the winnings of LOUIS VUITTON, BOUYGUES TELECOM and this summer CITROËN for the world.
She defines her role, being a creative dynamic of transformation for brands.
Catherine EMPRIN-CHARRIER is a graduate of HEC, and Ecole du Louvre (Master in Fine Arts History). She started out in advertising at FCB, then Publicis, and joined the Havas group in 1996. In 2000, she joined BETC Paris, and is now Managing Director of the agency, heading the new business team.
She is also in charge of the agency pro bono initiatives, which are a key part of BETC’s CSR policy. Thus she works with several NGOs on women’s causes, on human rights (HRW, Reporters without borders), and also with cultural institutions (Philharmony of Paris, French National Library, Musée des Arts Décoratifs). She is a member of the board of the French Alliance of Paris. She has published three novels at Kero Editions, and has written chronicles in Clés, a French society magazine. She has two daughters.
Institutional and BtoB communication
Fabrice Brovelli started his career making clips for the underground music scene and produced many MTV teasers in the early 90’s. He quickly rose to the rank of TV producer, and joined BETC EURO RSCG in 1998 as the Head of Production. Orange by Wong Kar Wai, BNP Paribas directed by Jean-Pierre Jeunet, L’Oreal by Olivier Dahan and several spectacular Peugeot spots directed by Frédéric Planchon, Tarsem…. He was also at the origin of the Evian “Voices” commercial for which he produced the children’s voices tune “We will rock you”. After having clearly associated the music with the brand, the “Waterboy” video clip and a disc were produced, with 1.3 million copies being sold worldwide. Most of the ads produced by Brovelli have been recognized in international Grand Prix and Festivals worldwide (more than 190 worldwide awards since 2004):: Cannes Lions, Eurobest, Communication Arts, LIAA, Andy Awards, Clio, D&AD, Art Directors Club NY, One Show, Effie, Euro Effie, Epica, Cresta, ADC New York… publisher of the world music band “Amadou & Mariam”, nominated for the 2006 Grammy Awards Gold and Platinum album in Europe. He is also co-publisher of the “French touch 2.0” artists YUKSEK”, THE SHOES, AGORIA, WOODKID... Avant-gardes, always at the forefront of new trends, Fabrice Brovelli is also working on the development of a new department at BETC Euro RSCG: BETC MUSIC. The objective of this department is to develop the opportunities between brands and music business.
Phone: (+33) 01 56 41 36 16
Phone: (+33) 01 56 41 35 19