LONDON, UK – Agency BETC needs no introduction to fans of its award-winning ads for iconic French brands like Canal+, Evian and Lacoste. At the D&AD Festival held on May 21, 2025, Rémi Babinet (the “B” in BETC) shared what building a “cultural agency” means, along with why he believes that the agency’s office locations are so important to, “what is our work, how we work, and how we can make something very creative in a place.”
Rémi Babinet, Founder and Chief Creative Officer of BETC, one of the world’s most awarded agencies, shared at the D&AD Festival how he’s redefining the role of an ad agency by building a “cultural agency” — one that merges advertising with ventures in music, design, architecture, food, and events. Known for iconic campaigns for brands like Canal+, Evian, and Lacoste, Babinet believes creativity is deeply tied to place, highlighting how BETC’s Paris HQ, Les Magasins Généraux, serves as a cultural hub. His ambition: to make BETC more than an agency — a living, breathing part of culture itself.
Founded in 1994, BETC has always had a home in central Paris. That changed in 2016, when the agency relocated to the deprived neighborhood of Pantin in the north-eastern suburbs. The move involved completely renovating a derelict industrial building that was most famous for the graffiti covering every available space. Before work began, Rémi said the first thing they did was to photograph, and then publish, a book of every piece of work spray painted onto the building.
Rémi’s message was for the industry to “be part of the world around you” and to understand the benefits of engaging with communities. Following the move, more projects helped to build a relationship with the area, including shows and exhibitions of emerging artists at its cultural venue — Les Magasins Généraux — supporting local football teams, and the publication of the Greater Paris Guide, which encourages tourists and locals to explore “a brand new 1,983 km2 territory” outside of the overcrowded centre. With Pantin now considered an up-and-coming neighborhood (even called the “Brooklyn of Paris” by Vogue), BETC’s connection with Paris culminated in the agency being part of a successful pitch to host the 2024 Olympics. (Following this talk, BETC picked up a Yellow Pencil at the D&AD Awards for The Flame that Wasn’t a Flame — an activation for EDF that reinvented the traditional Olympic cauldron using electricity.)
It wouldn’t be a conversation with BETC without seeing some classic TV & film ads. Rémi shared Closet for Canal+ and Crocodile Inside for Lacoste. He also dug into the BETC archives to share a 20-year-old anti-smoking campaign that is strikingly different to the more cinematic style of film one might associate with BETC.
For those who want more, Rémi has written a book in honor of BETC’s anniversary. The English translation of No Ads Please will be published in English this Fall. It’s a look back at the agency’s best work over the last 30 years.
About the Writer
Maeve O’Sullivan is the founder of PR & marketing consultancy MOScomms. She has spent 20 years working with brands and agencies across the creative industries, including D&AD and WPP.
The post Know your place: BETC Founder Rémi Babinet redefines the role of ad agencies through ‘cultural agency’ and highlights the importance of office locations appeared first on adobo Magazine Online.